Designed to Care

When MedWise approached Callahan to develop its brand identity, we were inspired by their team’s determination to disrupt the monotonous sea-of-sameness urgent care category. Working together, we envisioned a better kind of healthcare brand – one rooted in patient-first compassion and a focus on brand-wide empathy. Callahan was tasked to design and execute an identity that would support this positioning, separating MedWise from their competitors.


Patient Volume Goal


Facebook Ad Recall vs. Industry Standard

Design Thinking

The MedWise symbolmark represents community, order and connectedness while also forming a stacked “M” and “W,” doubling as the brand lettermark. Our approach to brand photography utilizes high contrast, black & white imagery. The images not only reflect the communities MedWise serve, but are actual staff family members—displayed prominently in clinic hallways to remind all of their mission and connection to the patients’ well-being.

Brand Applications

Callahan had the unique opportunity to collaborate with MedWise’s architectural firm from the very beginning of the project. We created an environmental signage package for both the exterior and interior of the facilities. The application of brand marks, color, typography, photography and even illustration style were considered as we worked on both physical and digital brand properties.

Social Media

We also established a social presence and seed content for Facebook and Instagram. The initial launch includes both functional and brand messaging that leverages the communication strategy.

“Callahan has not only delivered an identity for MedWise that we absolutely love, they’ve also been able to work with our other partners throughout the design phase. Their design thinking, execution and application has made it really easy for us to rally our staff and begin growing this brand to serve our communities.”

Brice Habeck, Executive Director


More Work