CVS Health

Heart of the matter

Shaping the future of health care with purpose-led branding

Challenge

When CVS Caremark announced it was becoming the first pharmacy to remove tobacco from its stores, it was already the largest pharmacy health services provider in the United States. But the public largely regarded CVS as a convenience store, prompting the Fortune 12 company to search for a bigger, more connected way to tell its story as CVS Health—a pharmacy innovation company.

Insight

CVS Health had already defined and embraced the singular purpose of helping people on their path to better health. Using that as our foundation, we could unite each of the company’s four service brands—comprising its pharmacy and specialty pharmacy businesses, walk-in medical clinics and pharmacy benefits management offerings—with an enterprise-level look and feel that spoke to CVS Health’s role in shaping the future of health care.

Answer

Inspired by the purest illustration of the CVS Health purpose, we designed the CVS Health Heart logo—a bold, sophisticated and universal symbol. With a new color palette and a library of icons and illustrations, we added a hint of playfulness and provided tools for simplifying complex concepts. Our new brand personality, “Leading with heart,” served as a narrative thread across all communications, evoking a credible, confident and caring tone.

The heart is a symbol understood across ages, geographies and experiences. As a logo for CVS Health, it also represents the brand’s values of integrity, caring, collaboration, innovation and accountability. We infused established brand elements into the new CVS Health identity system to make the most of existing equity—including the use of CVS red, the teardrop shape and the Helvetica Neue typeface.

As the brand agency of record for CVS Health, we’ve continued to develop purpose-led strategies for its major business initiatives, including the acquisition of Target’s pharmacy and clinic businesses, the creation of the CVS Pharmacy retail experience of the future, and the acquisition of Aetna. From brand training to brand architecture refinement to the ongoing creation of design assets, we’re always looking for more and better ways to express the CVS Health purpose in an ever-evolving health care landscape.

Results

PR Week’s, Corporate Branding Campaign of the Year

The Communicator Awards—Gold Award of Distinction, Best Brand Evolution

AIGA Award—Cased Winner, Outstanding Case Study

Transform Awards, North America
Grand Prix

5.5% year-over-year bump in same-store sales

22% increase in pharmacy services revenue

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