client

Aspirus Health

creative

May 2024

art direction and design

Faith Paben

―

In the first creative concept I wanted to lean in to the leaf in the logo, and making both the leaves and the A the focus. 

The leaves not only pull in the logo but speak to vitality, growth and life. The tagline “Growing a healthy retirement” supports the visual messaging of growth and health. Both are things we want for each retirement plan. 

The tagline starts at the top left leading to the A, then the A leads your eye down to the logos and the plan name. The clean layout with the vibrance of the plant allows the messaging of growth to shine though in a modern way. 

In the second option I was also leaning into the leaves from the logo, but pulling in the leaves in a more unique and captivating manner. 

The image combines the leaf from the logo and an instantly recognizable key component of the human body, the lungs. Coupled with the tagline “Plan today. Breathe easier tomorrow.” this simple but engaging image speaks to the medical and retirement messaging all in one. The growth aspect is also represented here with the leaves and various foliage. 

The additional option is an example of how we could create even more depth to this branding.