Heart of the matter
Shaping the future of health care with purpose-led branding
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.
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.
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.
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
5.5% year-over-year bump in same-store sales
22% increase in pharmacy services revenue