Amwell – Rebranding & Brand Book Design

In 2020, Amwell underwent a transformative rebrand to reflect its evolution from a virtual urgent care provider to a leader in comprehensive digital healthcare delivery. While the company adopted a new name and logo, their visual identity had not been updated to match the growth and scope of their services. As the lead designer on this project, I collaborated with a team of marketers, strategists, and designers to create a modern, flexible brand identity that resonated with Amwell’s diverse audience, including healthcare providers, insurers, and patients. The outcome was a refreshed logo, cohesive brand guidelines, and a comprehensive brand book that positioned Amwell as an innovator in the digital healthcare space.

Rebranding & Brand Book Design

Client: Amwell
Industry: Telehealth & Digital Healthcare
Role: Lead Designer
Year: 2022, 2023, 2024
Project Type: Rebrand & Brand Book Creation
Duration: [Insert Duration]

Project Overview:

Amwell, a leader in telehealth and digital care, underwent a significant transformation with its rebranding from American Well to Amwell on March 9, 2020. While the company changed its name and logo, the overall look and feel of the brand had yet to evolve. My role as the lead designer was to create a cohesive, modern visual identity that reflected Amwell's growth and its mission to connect and enable providers, insurers, patients, and innovators to deliver greater access to high-quality, affordable care.

Working alongside the Marketing Director, Brand Manager, content teams, strategists, and other designers, the project aimed to update Amwell’s visual assets, streamline their brand presence, and develop a comprehensive brand book to ensure consistency across all internal and external touchpoints.

The Challenge:

Amwell's rebrand needed to balance modernity with flexibility, ensuring that the design was both clean and adaptable to various marketing and sales assets. As Amwell interacts with a diverse ecosystem of payers, providers, and innovators, the new look needed to instantly reflect the company's commitment to a seamless and integrated approach to care—across in-person, virtual, and automated environments.

The rebrand also had to reflect Amwell’s evolution as a digital health leader, going beyond urgent care to encompass comprehensive virtual care. The new brand would need to make an immediate and lasting impression on a wide range of audiences, from healthcare providers to end-users.

Logo History and Evolution:

The Original Logo: The original logo for American Well featured a heart integrated into the wordmark. While it served its purpose initially, it didn’t fully capture the expanded digital healthcare services the company was offering. The heart symbol was placed at the front of the wordmark, and the design had a more conventional, dated feel that didn't fully reflect Amwell’s modern, digital-first approach.

Amwell before the rebranding:

The Original Brand Style: The old brand style was more traditional and somewhat rigid, using muted colors and clinical imagery. The design language leaned heavily on conventional healthcare visuals and was not flexible enough to represent Amwell’s evolution from a virtual urgent care service to a broader digital care provider. The brand needed to evolve to visually reflect the company's innovative mission while maintaining trust and professionalism.

My Approach:

Logo Redesign:

The original Amwell logo featured a heart at the front of the wordmark. For the rebrand, I collaborated with a team of marketers, researchers, and designers to modernize the logo, incorporating a checkmark inside the heart to symbolize high-quality healthcare delivery through technology. The checkmark was strategically moved to the end of the logo, symbolizing the completion of the care process—the user receiving their "check-up."

Color Palette:

For this rebrand, the color palette was thoughtfully chosen to evoke trust, tranquility, and healing. Blue represents trust and professionalism, white conveys cleanliness and safety, green evokes healing and balance, while orange introduces warmth and optimism. These colors create a balanced and approachable healthcare environment, reinforcing Amwell’s commitment to both innovation and care.

Photography Guidelines:

The visual approach focused on human-centric imagery, emphasizing empowerment, confidence, and connection through body language and expression. Photography was designed to portray moments of ‘empowerment’ facilitated by Amwell’s digital healthcare solutions, aligning with the company's core mission of accessibility and patient-centered care.

Converging Circles Graphic:

The foundational design element became the converging circles, representing the fusion of care and innovation. These circles symbolized connectivity, collaboration, and integration, mirroring Amwell’s mission to bring together various stakeholders in the healthcare ecosystem to improve patient outcomes. This graphic element was applied across multiple touchpoints, including website design, social media content, and marketing materials.

Brand Book Development:

I developed a comprehensive brand book that included detailed guidelines on logo usage, typography, color schemes, imagery, and overall design principles. The brand book serves as a critical resource for maintaining visual consistency across all marketing, sales, and digital assets. It ensures that every piece of collateral, whether internal or external, accurately reflects Amwell's core values and visual identity.

The Result:

The rebrand successfully revitalized Amwell’s visual identity, reflecting its growth and evolution as a leader in digital healthcare. The modernized logo, refined color palette, and human-centered photography came together to create a cohesive and visually impactful brand presence that aligns with Amwell’s mission. The introduction of the converging circles as a core design element reinforced the idea of interconnectedness—between patients, providers, and technology—while providing a clean, adaptable design system that could be applied across various marketing materials.

The newly developed brand book provided Amwell with a solid foundation for consistent, high-quality visual communications, enabling them to present a unified brand across all channels. The updated look and feel helped Amwell better engage with their target audiences, from healthcare providers to patients, creating a memorable and emotive brand experience.

Key Takeaways:

Logo Evolution: A streamlined logo that symbolizes Amwell’s commitment to high-quality care, innovation, and accessibility.
Adaptability & Flexibility: Designed with versatility in mind, the new look works seamlessly across diverse marketing channels, from digital ads to print materials.
Human-Centric Photography: Imagery designed to communicate empowerment, health, and care, putting people at the center of the brand.
Converging Circles: A foundational graphic element symbolizing the convergence of care, technology, and partnership.
Brand Book Consistency: The creation of a detailed brand book ensured that the rebrand would be consistently implemented across all internal and external assets, safeguarding Amwell’s visual identity.

Conclusion:

The rebranding of Amwell was an exciting and challenging project that required careful attention to detail and an understanding of the company’s mission and values. By modernizing the logo, refining the color palette, and introducing a human-focused visual language, I helped establish a new visual identity that better reflects Amwell’s leadership in digital healthcare. The brand book created a roadmap for consistency across all touchpoints, empowering Amwell’s marketing and design teams to confidently execute their vision moving forward.