Wendy Novak Diabetes Institute
Identity and branding

Overview

When the Novak family decided to “Make a Difference” in the Louisville community, they partnered with Norton Healthcare to imagine a world without diabetes. Black & White worked closely with the Novaks and Norton Healthcare to create a brand that captures the spirit and hope the Wendy Novak Diabetes Institute offers. Our process of discovery began with stakeholder interviews and an analysis of the country’s largest healthcare institutional brands. Black & White explored creative alternatives until landing on a brand that integrated the signature of Wendy Novak – the inspiration for the Institute – to capture the characteristics the family wanted to convey: family-oriented, authentic, warm, and approachable. We developed the Institute’s website with patient and practitioner stories to help communicate the profound impact their investment will have on patients’ and families’ lives, and we created a video as a platform to help the Novaks secure financial support among their friends and relatives.