Multi-Clinic Brand & Marketing System
Supported the evolution of Nirvana's multi-clinic brand system across print, digital, social, patient education, and in-clinic materials.
My work helped create consistency across a growing healthcare network of 12+ locations while preserving the identity of individual partner clinics, turning a fragmented set of practices into one recognizable brand.
Key Contributions Multi-location brand system · patient education materials · social and print campaigns · in-clinic environmental design · brand guidelines · campaign systems
A unified brand voice across 10+ primary-care clinics in New Jersey, each with its own community character.
Nirvana Healthcare is a network operating more than ten partner clinics across New Jersey: primary care and specialty practices serving multi-ethnic communities across Newark and northern New Jersey. Each clinic had its own history, its own patients, and often its own signage and brochures.
The work was a yearlong design partnership with their marketing team: a single visual system that reinforces the Nirvana parent brand at every patient touchpoint, while letting each partner clinic preserve its identity. Logos, marketing materials, patient education, online reputation, all designed to make a multi-location network feel like one trusted family.
The tree-of-life logo became the connector, a mark that holds the entire family without erasing any individual clinic.
The Nirvana tree-of-life logomark, multicolored leaves arranged in a circle with a meditative silhouette under the canopy, carries an unusual amount of brand work. The leaves' color diversity reads as the patient population. The Buddha-like figure reads as the brand name's meaning. The forest green grounds it in primary-care reliability.
Every patient-facing surface, from appointment cards and disease-education booklets to social posts and partner co-branding, uses the same lockup in the same position. The system flexes to accept partner-clinic marks above the Nirvana wordmark, so each location keeps its name without losing the parent brand's trust.
Forest green is the institutional anchor: the tree, the wordmark, the signage. Around it sits the canopy spectrum, gold, crimson, plum and steel blue pulled straight from the leaves. One tree, many leaves: a network of many communities. Signal white grounds every layout in clean, welcoming space.
The tree-of-life mark anchors the system. The forest-green serif wordmark sits below or beside it. The supporting layout grid uses generous white space, soft hairline rules, and a single accent moment per piece: a green call-out band, a colored chart fill, a botanical illustration.
The primary full-colour lockup, plus the two one-colour reductions the brand guide allows: black for print and light surfaces, white knockout for dark. Proportions never change.
Trifold brochures introduce new patients to the network's primary-care services. Appointment cards reinforce the same visual language every time a patient leaves a clinic with a follow-up. The pattern at the bottom of each surface, a layered abstract leaf motif, pulls directly from the tree mark.
Disease-specific booklets translate clinical information into something a patient can read at the kitchen table. Diabetes lifestyle guidance, Qutenza treatment information. Each book uses the same chapter grid, the same callout color rules, the same paper stock. Familiarity itself is part of the care.
The brand extends from print into the actual clinic environment: exterior signage, interior wayfinding, and the welcoming spaces patients first encounter. Each location reads as part of the same family the moment a patient walks through the door.
The work the brand exists to support: real doctor-patient relationships across the network. Editorial photography taken on location at partner clinics, supplementing the brand library with humans-first imagery that doesn't read as stock.
The network's 10+ clinics each retain a partner-brand identity that sits alongside the Nirvana parent mark. The system holds whether the partner is a behavioral-health practice, a regional medical society, or a long-standing community clinic.
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Your Path to Complete Wellness
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.
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