Mount Sinai had a new core identity and a comprehensive brand strategy designed by Siegel+Gale. Before launching the new brand, Mount Sinai hired Infinia Group to revise the identity to optimize for implementation, create the entire identity system for all the departments and to build a flexible visual system for the brand. As the Design Director, I was in charge of leading the team throughout the phases from concepting design directions to implementation. In addition to this, I was tasked to be the sole graphic designer who worked directly on the identity revisions and typography studies for the final wordmark and lockups. We created a new digital brand system center for employees, physicians and administrators to learn about the new brand and to access assets easily. Everything from signage, new ambulance designs and advertisements were designed for the new system.

Design director / Liz Oh
Principal / Stephanie Kim-Simons
Team / Ilgin Sezer, Jina An, Laura Beale, Michael Trovela, Brian Santoro
Writer / Nick Shearer
Animator / Jeff Lai
Project photographer / Jonathan Amador
Infinia Group

Brand New