In partnership with Cedars Sinai, while working as the Brand Design Director at EGG Office, I developed a new logo honoring the Cedars-Sinai legacy. With the aim of establishing a more approachable visual identity, the design intent was to yield a mark reflective of a commitment to being an accessible institution for the community. The original logo represented the union of the two entities, Cedars of Lebanon and Mount Sinai, in 1961, and served the organization for much of its history. I preserved the original intent of this brand mark, honoring Cedar-Sinai’s reputation for excellence, while evolving the mark to position the institution for the future.

My contributions included brand positioning, market research, existing brand audit, stakeholder and community interviews, logo design and development, brand imagery selection, color palette development, typographic studies, signage guidelines for interior and exterior sign types and presentations to senior leadership.