RESEARCH
Ascent 29 Healthcare Consulting is a healthcare reimbursement consulting firm that helps medical device companies navigate coding, coverage, and payment pathways through CMS. Founded as a single-member LLC, the company was created to support consulting relationships across multiple firms while establishing a professional business structure. During our discovery process, we learned that the company name holds personal significance, referencing the founder’s February 29th birthday, making the number 29 an important component of the brand identity.
The client envisioned a brand that felt credible, knowledgeable, and approachable without becoming overly playful. She also expressed a strong appreciation for Mid-Century Modern design, favoring geometric forms, modern typography, and vintage-inspired color palettes while avoiding neon colors, decorative script fonts, and overly trendy visual styles. These preferences helped establish a clear creative direction and provided the foundation for the visual identity explored throughout the project.
Ascent 29 Healthcare Consulting is a healthcare reimbursement consulting firm that helps medical device companies navigate coding, coverage, and payment pathways through CMS. Founded as a single-member LLC, the company was created to support consulting relationships across multiple firms while establishing a professional business structure. During our discovery process, we learned that the company name holds personal significance, referencing the founder’s February 29th birthday, making the number 29 an important component of the brand identity.
The client envisioned a brand that felt credible, knowledgeable, and approachable without becoming overly playful. She also expressed a strong appreciation for Mid-Century Modern design, favoring geometric forms, modern typography, and vintage-inspired color palettes while avoiding neon colors, decorative script fonts, and overly trendy visual styles. These preferences helped establish a clear creative direction and provided the foundation for the visual identity explored throughout the project.
RESEARCH
To better understand the visual direction of the brand, we developed a series of stylescapes that explored different aesthetics, color palettes, typography systems, and symbolic references. Rather than presenting fixed solutions, the stylescapes were designed as a collaborative tool, allowing elements from multiple directions to be combined and refined. The client responded most positively to concepts featuring muted earth tones, Mid-Century Modern influences, frog motifs, and mountain-inspired imagery, helping establish a clear visual direction for the brand.
STYLESCAPES
Using this feedback as a foundation, we moved into sketching and concept development, producing numerous logo explorations that incorporated the significance of the number 29 while experimenting with different visual approaches.
SKETCHING
Through several rounds of refinement and iteration, the strongest concepts emerged, balancing professionalism with personality while remaining appropriate for the healthcare consulting industry and aligned with the client's vision.
EXECUTION
