Reviving the Mayo Clinic Brand

For more than 150 years, Mayo Clinic’s life-saving work has shown up in countless ways … and so has its brand. This unintended side effect of brand inconsistency didn’t align with the institution’s commitment to excellence.

Our opportunity? Strengthen Mayo Clinic’s leadership position by expressing its purpose and promise, and establishing universal brand standards in support of them.

By first understanding the current brand system’s successes and stressors, we were set to refresh and redefine its Visual Brand Guidelines. Then, we brought those pages to life through inspiring films, sharing Mayo Clinic’s rich pedigree of progress and bold commitment to keep pushing what’s possible.