Providence Anesthesiology Associates (PAA) is an independent practice of more than 65 anesthesiologists. Based in Charlotte, North Carolina, they provide anesthesia and perioperative care at a number of hospitals and healthcare facilities across the state, serving more than 100,000 patients annually.
We were tasked with re-branding PAA once they had officially separated from Presbyterian Hospital. The group had been using their “Star” logo for a long time prior and were partial to either using it as the starting place for a new mark or expanding on it. Choosing the latter, we kept the star logo intact but placed it in a repeating “Star” pattern. In order to not overwhelm the viewer, it was used sparingly either layered on top or in the case of the business cards and collateral, printed with varnish.
The end result merged the two periods of the companies life—an evolving practice, striking out on their own with a strong sense of history and experience.
