ARA Health Specialists came to us midway through a rebrand and asked us to get them to the finish line. Their new mark was a continuous line that formed a mountaintop, reminiscent of their headquarters in the North Carolina mountains, but there were no real branding elements to create any cohesion across their materials. We began by creating complementary details that would create “brand fingerprints” and offer a visual connection for all things ARA. The first was the mark for ARA Cares, a new patient-focused effort that was quickly becoming a cornerstone for the entire brand. We created a heart made in the same paperclip fashion as the mountain, and we chose white as a clean, bright background for all materials. We selected lifestyle photography that conveys the warmth and personalized care they offer. And we created brand messaging and a tone of voice that separates ARA Health from the often cold, sterile competition in healthcare. The result is a cohesive brand that can grow with them, offering simple connectivity across materials and subsidiaries.