EDITORIAL | MERAKI

Case study:

Meraki Comm Group: Editorial Pieces & Ads for the VA Tele Critical Care

In a dynamic collaboration with Meraki Communications Group, Creative Cycle undertook the mission of creating a new graphic identity for a series of communication materials for the innovative Veteran Affairs program TeleCritical Care, which stands as a cutting-edge Telehealth initiative where remote critical care medical professionals harness the power of virtual technologies and clinical information systems to provide invaluable support for ICU patients.

Challenge

Our task entailed presenting Meraki with multiple graphic adjustment possibilities, offering them a closer perspective to unveil the visual brand message Veteran Affairs desired to communicate.
Working with a brand holding a rich healthcare and social welfare history presented a definite challenge.
This creative endeavor was a delicate balancing act, requiring us to forge a distinctive visual framework while staying true to the brand's essence and the nature of the program.
We explored the brand's essence, embracing its iconic colors and meaningful graphic elements that resonate with its audience. The objective? Revitalize the brand's communication materials with a captivating visual language that honored tradition while propelling it into a modern, vibrant sphere.

Solution

At Creative Cycle, we assume the creation of a comprehensive Brand Guide (Graphic Identity Manual) for VA TeleCritical Care, a vital healthcare program for veterans. Our primary objective was to maintain the program's original brand colors and typography, as these elements carry a significant legacy and are deeply associated with the professionalism and reliability veterans deserve in their healthcare services.

In crafting the Brand Guide, we aimed to convey a sense of unwavering dedication to veterans' health, reflecting the utmost seriousness and professionalism. We carefully designed each graphic guideline to align with these principles, ensuring that VA TeleCritical Care's visual identity conveys trust and excellence in the veterans it serves.

We introduced a subtle wave texture with low opacity for versatile use across TeleCC's communication platforms while modernizing the brand. Also, we recommend leveraging background and typography contrasts to diversify text presentation in editorial projects and adding some iconography to introduce playful elements into our editorial layouts.

Creative Cycle and Meraki developed graphic communication pieces to print, established the layout, maintained the color palette, and prioritized the most vivid colors for accentuation, such as:
TeleCritical Care Bedside Staff Guide
Veterans Health Administration Bulletin Detail Report
TeleCritical Care Site Assessment
Our aim for these pieces was to showcase the brand's versatility and highlight the diversity of informative materials TeleCC produces.

We embraced creative freedom to propose and integrate various elements into the graphic identity while upholding the established guidelines we defined together. This balance allowed us to infuse fresh ideas into the brand's visual representation without compromising the integrity of the existing rules.

Relevance

We identified the essential requirements of Veterans Affairs as we have worked on multiple projects over time. Our team has cultivated a strong connection with the brand and consistently demonstrated innovation with each new request from Veterans Affairs.

Refreshing the graphic identity has fostered greater consistency in our current projects, resulting in a more streamlined workflow. Furthermore, it cultivates a sense of significance and familiarity with our audience, enhancing user engagement and recognition.

Creative Cycle firmly believes that meaningful relationships yield impactful results. We approach our work with a deep understanding of our client's values, goals, characteristics, and needs, crafting designs infused with empathy and purpose. At the core of our creative process lies active listening and continuous learning, and through collaboration with our clients, we achieve the most effective results.

Contact Creative Cycle to explore how we can support your goals through a unique collaboration.

We would
love to hear
from you.

Let's talk

now

Contact Us

Research > Ideate > Prototype > Repeat

© 2022 Creative Cycle LLC | Rolling Stone Way, Alexandria, VA 22102

TOP