CVS Healthspire, the new health services business segment for CVS Health, needed a visual identity that would represent the broad and evolving range of offerings within the segment. It needed to signal that it is a part of CVS Health, while also being distinct from other brands in the portfolio, such as Aetna, CVS Caremark and CVS Pharmacy.

The identity communicates deep health care expertise as well as the breadth of the offering, which includes pharmacy solutions and advanced insights as well as health care delivery. We defined its key characteristics as: uplifting, helpful, empathetic and compassionate — a brand that evokes positive emotion.

The identity is genuine and simple — and familiar by leveraging the association to CVS Health as “the brand I know and trust.”