Shaping the Face of Healthcare

Healthy Baja Group, a hospital in Tijuana, needed a brand identity that felt professional while still being welcoming to patients. We began by listening to their story and learning about the community they serve. After a rough draft, we shifted towards the idea of having modern illustrations of two symbols associated with Guadalajara, the owner’s home state: the agave plant and an electrocardiogram symbol, highlighting the city’s historical role as a nexus for Mexico’s healthcare industry.

Healthy Baja Group’s old logo

Our initial draft of the logo.

Prior to the refresh, the organization’s logo featured a red shield as its main icon, which didn’t effectively represent the services offered or convey the doctor’s mission and the hospital’s range of practices. From there, we designed a new logo, chose colors, and selected fonts that looked clean and trustworthy. The designs were created to work in many different places where they exist today, such as hospital signs, brochures, their website, and social media.

By keeping the look consistent everywhere, the hospital became easier to recognize and remember. Staff could use the new designs without extra effort, and patients saw a clear and professional image that matched the care they were receiving. The result was a brand that helped Healthy Baja Group stand out and build stronger trust with the community.