Bringing humanity to a highly specialized medical brand.

The Challenge
ACUTE Center for Eating Disorders provides highly specialized medical care for patients facing severe eating disorders and malnutrition. The brand needed an identity that reflected its extraordinary level of clinical expertise while still feeling compassionate, hopeful, and human.

The Approach
I led a complete rebrand, creating a new visual identity designed to balance medical credibility with warmth and empathy. The system included a refreshed logo, color palette, typography, photography direction, graphic elements, and comprehensive brand guidelines—creating a distinct identity while maintaining a connection to Denver Health.

The Result
The new identity gave ACUTE a cohesive and recognizable brand across digital, print, patient communications, marketing, and outreach—better reflecting both the seriousness of its work and the hope at the heart of recovery.