Embracing the new path to health in the community.
Waymark
Waymark
Health Care Communications
Graphic Design
Brief
Waymark, a health-based company, aimed to revamp its branding by incorporating vitality and purpose-driven visuals. The company works with Medicaid populations and their caregivers, using evidence-based research and technology to offer efficient community-based care models. The goal is to establish the brand as trustworthy, warm, grounded, and passionate by focusing on identifying and representing communities that could benefit from Waymark's services.
Idea
While researching Medicaid, I found that certain demographics, such as people of color and those with disabilities, were not receiving necessary treatments. I propose that Waymark should make it easier for people needing Medicaid to access services, creating a more accessible way for individuals to receive care.
Research
During the visual research of the project, I first began with research that was done through desktop research (Statistica-Medicad, Medicaid.gov) while looking through and discovered insights such as:
In 2021, roughly one in five Americans (about 184 million) were enrolled in Medicaid.
Educational attainment strongly influences Medicaid enrollment: higher education levels are associated with lower likelihood of being on Medicaid.
Of that one‑fifth enrolled: 48.8% are under 18 and are covered by Medicaid or the Children’s Health Insurance Program (CHIP); 44.1% are adults aged 19–64 enrolled in Medicaid.
Process
Through desktop research and a review of Medicaid healthcare resources, I identified the need for a refreshed brand direction grounded in critical words, visuals, and practices that convey warmth, trust, passion, and a grounded personality.
During the creative process, I used hand-drawn sketches to probe cause-and-effect relationships and refine the ideal visual reflection. I focused on developing a fluid "W" within the logo mark, iterating across multiple shapes and forms from concept to finalization to achieve the desired balance and reflection.
Following these explorations, I produced a series of digital revisions informed by client and internal team feedback.
Output
Together with other creatives on the project, we created a well-balanced logo that perfectly encapsulates the brand's essence while effectively conveying its message to those seeking Medicaid and a company that is dedicated to the community.
Outcome
My service design strategies for Waymark’s brand refresh focused on leveraging user research and an adaptive branding strategy.
The rebranding significantly strengthened Waymark’s market position and enhanced its visibility to potential investors, leading to a multi-million dollar funding boost during their funding round. This demonstrates the value of a well-executed rebrand in positioning Waymark for growth and success in connecting with customers in the healthcare sector.
25% Increase
In patient acquisition revenue within three months of the October 2024 launch, generating an estimated additional $500,000 in revenue.
The branding refresh “Demonstrates our purpose, passion, and energy.” He emphasized that the company is “building a new path forward for people enrolled in Medicaid - guided by the communities we serve - and our new brand reflects this.”
— Rajaie Batniji (CEO - Waymark)
