McCann Health

Client

McCann Health

Year

2021

Mentions

Campaign
Pharma Phorum
The Drum

Deliverables

Brand Identity
Colour
Photography
Strategy
Brand Guidelines

McCann Health Rebrand

McCann Health is a global network who have helped brands and businesses play a meaningful role in healthier lives since 1996. McCann Health, part of McCann Worldgroup, has over 2500+ people across 60 offices, in 20 countries and six continents.

I worked extensively with the network across the UK and US to create a new unified brand identity. The identity beautifully portrays McCann Health as a company full of positivity and optimism. The colours, the typography and the imagery are all choicefully designed to represent a company of 2,500 people united by a single goal; to leave the world healthier than we found it. Distinctive branding, expressed consistently, is critical to our mission. McCann Health is a world leader in health and wellness advertising, consultancy and communications.

Refining the logos

The primary and secondary logos were refined and designed with new alignments to achieve consistency across all global markets.

Due to the prominence and visibility within the McCann network, we felt it appropriate to bring the logo in line with global standards to help stem inconsistencies as previously each global office created their own logo so now each city/country/ market has its own logo lock-up to be chosen from a full suite of supplied logo assets.

The MH Monogram

Establishing a health baseline is a “Critical Starting Point for Achieving future health goals”.

The MH monogram is a new addition to our brand’s visual language and has been designed in proportion to our core logo to create visual consistency when alternating between logo and icon.

The McCann ‘Baseline’ identifier was designed and used as a key feature throughout applications to further reinforce global brand standards.

New Colour Refresh

I redefined the McCann Health colour palettes into three divisions: The core colors, lights, and darks.

The core colors are black and white. Synonymous with the McCann Worldgroup family, they provide simplicity and consistency across the brand. These core colours are used across the logo sets and play an important role in connecting to the McCann brand.

Design System with flex

The brand look that was created was vibrant, unashamedly bold, colourful and alive in visual tone. Built with a design system that flexes and morphs with the times, the content and the audience, all in the spirit of leading McCann into a new era for health.

Presentation Templates

Internal and client-facing presentations containing the next big idea really needed to look the part and carry through the new identity in the same way as everything else. With this in mind, branded internal presentations with multiple master templates to choose from all containing easily changeable example content to speed up the user’s layout time.

The Grid

Our grid system is inspired by the baseline within the MH icon, cropping into different sections to form six grid styles. This flexible system will help you to divide space and arrange your content, creating consistency across all materials.

Columns and rows are especially important within the grid—they give layouts their structure. You can choose between 2, 4, 8 and 16 divisions.