The Challenge

Citra Urgent Care (formerly known as Sinai Urgent Care) saw significant growth in 2020 due to the COVID-19 pandemic and was in a prime position to scale. Their existing name and brand, however, didn’t accurately represent their plans for the future.

Our Solution

We completed a full rebrand for Citra, starting with brand positioning, brand values, and brand voice and tone. This included a rigorous process to rename the organization and develop a visual expression of logo design, colors, and typography.

Exploration leads to answers.

When designing a brand from scratch, we explore many options before landing on the right one. It has to be just right for the industry, customers, and company.

When creating the logo design for Citra, we presented five options and directions before landing on the final mark. We created a friendly logo using rounded typography and a heart shape. This heart shape can be interpreted as a helping hand with the four diagonal lines and the curved “c” in the upper left corner. To reinforce trustability, we used all caps for the name.

A brand & color (r)evolution.

Color is one of the first elements that helps build an emotional connection with a brand. In the medical vertical, color also helps patients feel comfortable, safe, and secure.

We designed a unique color palette for Citra, featuring a warm aubergine and complementary purple accents. To maintain some consistency with the urgent care space, we also included a red tone—one that feels contemporary, modern, and never overbearing.

Next: iDonate Brand Positioning

Helping iDonate identify and articulate the foundational components of their business, strengthening their brand from the inside out.

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