Two Healthcare Brands. Two Very Different Stories.
What should a healthcare brand look like?
A pediatrician opening her private practice needs to win over two audiences. Children should see a logo that feels friendly. Their parents, often making frightening decisions for the first time, need to see one they can trust.
Elevation EMS has a tougher audience in every sense. Its brand speaks to EMTs and paramedics who have worked through blood, chaos, and long nights when someone’s life depended on what they did next. They’re in the trenches. They don’t need a polished symbol of “care.” They need to recognize that the company gets them.
Both businesses belong to healthcare. The people they need to reach live in very different worlds. That’s why each identity had to begin with their story.
A welcome for families
When a family chooses a pediatrician, qualifications matter. So does the feeling that their child will be known, heard, and cared for. Warm Heart Pediatrics needed an identity that introduced the practice with that sense of warmth.
Its founder, Dr. Krupa Playforth, brought a personal story to the project. Inspired by her childhood in Africa, we combined an elephant, a heart, and a stethoscope into a mark that feels welcoming while clearly belonging to a medical practice. The elephant brings a sense of playfulness for children while symbolizing wisdom, memory, and stability for their parents. The heart and stethoscope add warmth and love, while making the practice’s medical purpose clear.
The result gives families a glimpse of the care they can expect before they ever meet the doctor.
Explore the Warm Heart Pediatrics project
A signal to people in the field
Elevation EMS speaks to a different audience: EMTs, paramedics, and other emergency professionals. Its identity needed to feel direct and capable, with a connection to the work these professionals do.
Founder Rick Nye’s experience as a flight medic gave us the starting point. Two mirrored E’s create an H in the space between them. Inside an oval, that shape forms a helipad symbol. It’s a detail people in emergency medicine can recognize, and one that makes the mark specific to Elevation EMS.
The identity also had to work in practical places, from business cards and training materials to shirts and vehicles. A helicopter silhouette carries the idea through the broader brand without asking the logo to tell the whole story on its own.
Explore the Elevation EMS project
The same industry is not the same brief
Imagine switching these identities. Warm Heart’s gentle, welcoming mark would say the wrong thing for Elevation EMS. Elevation’s helipad symbol would have little to say to a parent looking for a pediatrician.
That’s why we don’t begin with an idea of what a “healthcare logo” should look like. We begin with the people the organization needs to reach, what those people need to understand, and most importantly, the story the organization can honestly call its own.
For Warm Heart Pediatrics, that meant a personal welcome. For Elevation EMS, it meant a recognizable signal to professionals in the field. Both brands belong in healthcare. Each looks and feels like the business it represents.
