Build a new brand from the ground up for Bay Area-based Sutter West Bay Medical Group to carve out a unique point of difference within a crowded market.

Where quality, research and education intersect.

In an effort to improve overall brand recognition and reputation, and contribute to overall company growth, Sutter West Bay Medical Group needed a new name and visual brand identity. Building upon the group’s existing mission, vision and values, I led all aspects of name development, ultimately landing on Aurray Physicians.

Using aurum (Latin for “gold”) as a baseline, I wanted to connote a feeling that was premium, high quality and of exceptional standards, with a subtle nod to the historical discovery of gold in the San Francisco region. The name also played on “array,” acknowledging the wide range of medical services the group offered.

I also led the development of a comprehensive visual identity system, carrying through the premium and versatile nature of the company’s offerings.

My role.

• Brand insights

• Brand DNA development

• Brand articulation

• Brand naming

• Brand identity design direction

• Brand guidelines content development