Burke Rehabilitation

Brand Identity & Campaign

Repositioning a regional healthcare provider as a modern, human-first brand.

Client
Burke Rehabilitation
Location
USA
Year
2022
Services
Creative Direction, Branding, Integrated Campaign, Strategy

Burke Rehabilitation, a leader in physical medicine, needed to evolve its visual identity to reflect its standing as a premier, modern healthcare institution. I led the strategic repositioning and brand refresh, transforming a legacy clinical identity into a warm, human-first system that bridges the gap between expert medical care and the patient experience.

We created a full identity system—including brand story, tone of voice, logo, typography, color palette, and graphic treatments—that positioned Burke as a modern, patient-centered organization. The new electric blue serif logo, circular graphic motifs, and candid-feeling imagery brought warmth and credibility to the brand.

We rolled out a B2C and B2B campaign across digital ads, OOH, social, and print—highlighting Burke’s mission of delivering “every expertise for every life.” By streamlining the brand's visual language across all touchpoints, we created a cohesive narrative that resonates with patients, families, and healthcare professionals alike.

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Burke Rehabilitation
Burke Rehabilitation
Person in a purple turtleneck reaching upward against a clear blue sky with text labels for hormone therapy, gender-affirming care, and preventive health.
Animation of a woman in a purple dress standing on a rock, facing a large red circle with a blue background and a purple wavy shape at the bottom.
Side profile of a woman with closed eyes and a braided ponytail, overlaid with abstract white and purple brain-like lines, set against a split purple and white background with contrasting heart icons.
Animation of handy Medicare resources for you and your loved ones.
Animated infographic showing the definition of "What is a formulary." A bottle of medication labeled with the definition animates up on screen.
Collage including a smiling man with a headset, an older woman with glasses in a pharmacy, various healthcare icons, and spilled colorful pills with text about copay and drug coverage.
Animation of a hand holding a toilet paper. Text shows, "Do you go #2 at the office?"
Young woman holding a smartphone and looking thoughtfully to the side with a 988 Suicide & Crisis Lifeline logo in the background.
Smiling elderly woman kissing a child on the cheek while another woman hugs them both at a kitchen table.
Animation of "Help at every step". A line going up and down animating showing all the steps with icons.
Smiling woman carrying a happy young girl on her back, with text about Aetna addressing holistic health and unique member needs including autism.
Animated illustration showing a phone with a cursor tapping on it. "Help at your fingertips" text animates in.
Animated illustration showing how to support an employee with mental health needs through active listening, encouraging seeking help, and sharing resources.
White cream shaped into a heart with purple text above reading 'Are you feeling flakey?'
Split-screen GIF comparing Do and Don’t for the summer. Do hit your hydration goals and Don't forget your sunscreen. We see a hand holding a bottle on the left and hand holding a sunscreen on the right.
A spoonful of creamy peanut butter with the words 'Nut my problem' partially visible behind it.
Crossword puzzle with words 'GET', 'MEDICARE', and 'READY' filled in purple letters on a white background and a navy patterned border.
Animation of "What is an out of pocket max?" with a calendar pages ripping. We see the definition on the last page of the calendar.
Graphic with Medicare-related questions: Am I eligible for Medicare?, How much will it cost?, What are my coverage options?, How do I sign up for Medicare?, Which plan is right for me?, and What are the parts of Medicare?
Two hands holding purple puzzle pieces labeled 'Aetna' and 'ACES' under the text 'We support every employee.'
Hand holding a detailed image of the moon with purple circular and linear graphic elements and text stating 'In NASA's mission, tech meets human ingenuity.'
Two astronauts floating in space with a purple geometric shape background and text about NASA's Artemis program planning to send the first woman and next man to the moon by 2024.
Space shuttle launching with plumes of smoke and purple graphic background beside text about NASA returning employees to space centers during the pandemic.
Illustration of a ladder leading up to a square opening in the sky showing the moon and stars, with text about NASA limiting the spread of disease and aiming for the moon and beyond.
Animation showing three purple airplane seats folding and unfolding in sequence.
Animated purple bubbles disappearing on a white background.
Animation showing the year 2022 going up to 2030.
Animated graphic showing an airplane being filled in with purple until it reaches 75% of its body.
Rebus puzzle with blue icons and text on white background: bacon minus 'BA' plus teapot, the word NEW, plus grill minus 'DR', and a cloud icon above.
Text on purple background stating 'The future of cloud for business will be...' with the letters YRDBHI displayed in a white box below.
56% of organizations aren’t investing in Cloud security with a LinkedIn poll showing 56% responded ‘Not at all’ to investing in Cloud security.
Text reading 'Cloud security is essential to take full advantage of business potential' next to a large purple fingerprint on a blue and purple gradient background.
Purple background with scattered glowing letters spelling and floating white musical notes.
Purple background with scattered white letters and musical notes, bordered by letters spelling AVISH on top and V R C E I on bottom.
Glitch-style text reading 'AI ACHIEVERS' on a vibrant purple background with floating scattered letters.
Text on purple background reading 'AI ACHIEVERS' with a description about companies having differentiated AI strategies and ability to operationalize for value.
Quiz card asking 'What is this sustainable technology?' with options: A green cloud, B chlorophyll filter, C algae-based fuel on a background of green radial pattern resembling plant cells or fibers.
Green lines radiating outward from a dark central core, resembling abstract fiber optic or cloud data visualization.
Human hand pointing down above the word TRUE and a white robotic hand pointing up below the word FALSE with OR in green text between them on a purple background.
Quiz card with text 'Artificial intelligence (AI) helps companies reduce carbon emissions.' and true/false buttons above a woman holding a smartphone wearing augmented reality glasses.
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation
Burke Rehabilitation

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