COVID-19 Startup Curative Introduces New Brand Identity By Design Studio Landscape

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COVID-19 is something we'll be talking about for years to come. We'll forever remember the times and places that we spent in the world before COVID drastically took the world by storm. We'll pass our quarantine stories down to our children and our children's children. It is and was a time of solitude, but also a time where so many great moments of togetherness, innovation, and creativity had the chance to shine through and take center stage.

Established by Fred Turner, Isaac Turner, and Vlad Slepnev in January 2020, Curative was first designed to develop a new sepsis test. However, when the pandemic intensified in March 2020, the team decided to produce a quickly scalable COVID-19 testing process to help flatten the curve and save lives.

Since implementing the scalable COVID-19 testing process, Curative has been working with communities across the United States to fulfill testing through turn-key programs, streamlined patient experiences, and scalable infrastructure to make health services simpler to access for everyone.

Curative recently celebrated its first anniversary earlier this year, and with over one million vaccines delivered to date, the brand has grown from a small start-up to a company with more than 7,000 employees and a network of more than 13,000 testing and 500 vaccination sites across the U.S., administering 35,000 vaccines a week.

The brand recently worked with Landscape, a San Francisco-based brand strategy and design studio, to create a new brand identity to maintain its rapid national expansion and encourage more widespread recognition of its essential offering.

They based the new design system on the brand's core mission of universal accessibility, radical ambition, and collective power. The new visual system includes digital assets and physical ones, including kiosks, vans, and signage, and is designed to help localized teams represent the brand rapidly and consistently.

Minimalistic patterns support a sense of optimism without feeling excessive or stale. The brand's new symbol represents the organization's clear sense of management. The solid yet friendly color hues convey a sense of security and assurance while still maintaining a level of enthusiasm and kindness.

"The new brand positions our emerging service in a relatable and actionable way and helps us build awareness and trust, both with our partners, the health authorities, and people wanting to stay safe, healthy, and informed," adds Fred Turner, CEO, and co-founder of Curative. "We found Landscape to be ideal partners in this process, bringing critical, strategic thinking, and exceptional craft to a collaboration centered on creativity, trust, and a shared sense of urgency."

So while COVID-19 might not be going anywhere any time soon, we can look on the bright side of the situation and embrace the companies that are beautifully making a positive impact in this new world that we're all navigating together.