athenahealth — an all-in-one, cloud-based healthcare technology company — needed to reintroduce itself to the world. Despite offering smart, connected solutions that improve clinical effectiveness and patient experience, the brand had lost distinctiveness, blending in with traditional healthcare and insurance players. The challenge: relaunch a complex, global brand and make an intricate technology story feel simple, human, and inspiring.
Client: athenahealth
Work: Brand Refresh
Done while working at Colossus.
Collaborators: Aggressive, The Voorhes, Randal Ford
Work: Brand Refresh
Done while working at Colossus.
Collaborators: Aggressive, The Voorhes, Randal Ford
We looked to color, movement, and storytelling to inject vitality into a historically sterile category, positioning athenahealth as the vibrant, intelligent heart of healthcare IT.
A rich visual language combined CG, photography, and illustration to express complex themes like interoperability, clinician burnout, and partnership through striking metaphor.
We created custom “clusters” representing over 30 medical specialties and developed a motion language that brought consistency and dynamism across all touchpoints. Anchored by cinematic campaign work — including the hero spots “Lonely Data” and “Olivia” — the revitalized brand set a new benchmark for health-tech storytelling.
