Merative, formerly known as IBM Watson Health, needed a new identity to better define its offerings and sharpen its story. Together, we unified its communications, sharpened its position in the market, and helped it successfully relaunch as a new entity.
While Merative is a tech company at heart, its mission—putting people at the center of care—is deeply human. The relaunch was an opportunity to highlight this, showing the unique value Merative delivers by combining technology and human expertise to shape the future of healthcare.
Across the design system, Merative’s identity system leverages colors, typography, graphic motifs, and photography that reflect both the deeply humanistic and advanced technological capabilities of Merative.
The design system is also imbued with openness and approachability, communicating the collaborative nature of Merative and its solutions.
Designed to bring its mission to life, Merative’s brand system works in tandem with the larger narrative to tell a clear, compelling story about the future of care across the spectrum of internal and external activations, including web, video, social media, sales materials, trade shows, and environmental design.
