Extending the Brand Beyond the Logo
(01) Arrival. Spatial brand concept, the HRH lockup at architectural scale.
A healthcare brand does not live on a business card. Hudson Regional had clinical excellence and community trust but a different look at every touchpoint. I built one visual language, anchored on the HRH mark and Hudson blue, that holds across internal communications, environmental branding, events, and patient-facing materials.
Key Contributions Internal communications · environmental branding · wayfinding and signage · community engagement · event communications · patient-facing materials
Three brand-defined colour applications. Lockup proportions hold across every surface: black, brand colour, and light backdrops.
(04) Hudson blue carries the trust signal. White keeps it clinical but warm.
(05) Staff identity, brand visualization. Badges and lanyards follow the same hairline and Hudson blue system.
(06) Waiting room print kit. Trifold brochure, patient handbook, and business cards share one grid.
Trust is built one touchpoint at a time.
Yan Cohn · on the project
(08) Patient welcome kit, brand visualization. Folder, handbook, appointment card, and embossed pen in one voice.
(09) Service line digital campaigns: Hitachi MRI imaging, 24 hour emergency services, bariatric surgery program.
(10) Community outreach, brand visualization. The system travels to health fairs and screening days.
(11) Pull-up banner designs for health fairs, school visits, and mobile screening days.
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Building a Healthier Community
Yan Cohn is a brand designer and marketing strategist helping ambitious companies turn identity, campaigns, and digital experiences into systems that earn trust and drive growth. He partners with healthcare, wellness, tech, and service-based brands looking to look as credible as the work they do. Based in New Jersey.
Your audience scrolls past a thousand brands a day. Let’s build the one they stop for.
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