Our work
Northwestern Medicine
A rebrand for a global leader
The Ask
Looking ahead, Northwestern Medicine seeks to be recognized globally as a leader in academic medicine and as a destination for both low- and high-acuity care. To support this rebranding initiative, the organization partnered with McGuffin to spearhead the effort. Building on a newly established brand identity, McGuffin also developed a suite of adaptable templates to ensure a consistent look across all marketing materials — online and in print. These tools empowered Northwestern Medicine’s internal design team to produce materials more efficiently and maintain brand consistency across every touchpoint.The Answer
Leveraging the existing brand palette and typography, McGuffin explored how the system could translate seamlessly into digital applications, introducing new background patterns and photographic approaches. Collaborating closely with Northwestern Medicine’s internal team, McGuffin expanded the digital guidelines to ensure clarity and flexibility. Once the foundation was established, McGuffin extended the system to real-world executions — from reskinned digital assets and newsletters to brochures and beyond. The result was a refined, versatile brand expression that communicates Northwestern Medicine’s expertise and reinforces its position as a trusted leader in healthcare.What we did
- Branding
- Templates
- Brand application
- Brand guidelines
