The befores, the afters and the thinking in between.
A practice this rooted doesn't need a new personality, it needs its visible self to catch up to its reputation.
Most rebrands change how a business looks, this one changed what the business was.
Elysium is the opposite of nothing and the refresh had to make that visible before they're even through the door.
Twenty years at the top will do something predictable, everyone behind you can see exactly where you're standing.
The logo held the legacy, but everything around it had to hold the future.
For a patient that lost, the kindest name is the most literal one.
The name went from placeholder to purpose-built.
