Advanced Medical Strategies

Project Overview: For Advanced Medical Strategies (AMS), Richard was tasked with creating a new brand story to better communicate to customers and a user-centered experience design system for a revolutionary medical database healthcare organization. AMS is a premier provider of payment integrity, risk management, and business intelligence solutions, helping healthcare payers efficiently manage and reduce high-cost claims. Our goal was to redefine its brand to reflect its innovative healthcare analytics approach and build a cohesive design system to enhance its omnichannel presence.

Problem Statement and Approach: AMS needed a brand identity to differentiate it in a competitive healthcare market while aligning with its mission of making healthcare more affordable, efficient, and effective. The challenge was to create a brand experience that communicated trust, sophistication, and clarity, without resorting to typical healthcare branding clichés. To address this, we adopted an atomic design system, enabling rapid adaptation across multiple channels and supporting the business model transformation that AMS required. Our approach emphasized simplicity and clarity in visual communication, ensuring the brand would resonate with AMS’s core audience of hospitals, clinics, and insurance agencies.

Solution: The new brand identity for AMS is centered around a minimalist, clean aesthetic that conveys trust and sophistication. The logo and wordmark subtly reference exponential change, symbolizing AMS’s forward-looking approach. The use of white space and naturalistic shapes in data visualization contrasts with the geometric precision of the overall brand design, reflecting AMS’s blend of human-centric care and cutting-edge technology. The PREDICT platform, AMS’s AI-driven tool, was visually integrated into this identity, providing users with intuitive access to powerful insights on payment integrity and risk management. This reimagined brand not only differentiates AMS in the market but also reassures users of our commitment to a seamless, omnichannel user experience.