C.H.E.S.S
The Why Behind Thriving Healthcare Entrepreneurs
Industry:
Digital Content Creation
Role:
Brand Strategy, Logo Design, Brand Guidelines, Podcast and Social Media Graphics, Print Assets, Merchandise
Columbia Healthcare Entrepreneur Startup Stories (CHESS), hosted by Kosha Rakholia, the VP of Partnerships at Columbia Healthcare Ventures and a Masters of Public Health Candidate, delves into the compelling narratives of founders and entrepreneurs within the Columbia ecosystem who are spearheading healthcare ventures. The goal is to spotlight these stories, foster connections, and inspire others. Kosha aims to uncover the bits and pieces of people's entrepreneurial journeys that are often not shared but are extremely valuable for the Columbia entrepreneurship ecosystem. Episodes will feature a blend of live and virtual sessions, with all recordings uploaded online and shared across the expansive Columbia community — catering to those interested in healthcare and entrepreneurship alike.
In line with the podcast's theme, the challenge was to develop a cohesive brand narrative centered around the acronym CHESS, while spotlighting the public health sector through its identity. It was also crucial to incorporate the lion symbolism, which is the mascot of Columbia University, to draw a parallel indicating that the podcast operates within the Columbia ecosystem. This involved crafting an overarching strategic position and brand identity, complete with a fresh visual language suitable for multiple digital platforms such as podcast streaming services, where the episodes will be available, as well as other digital and print channels for promoting the podcast.
After conducting interviews with stakeholders, the brand attributes that resonated most were innovation, courage, social entrepreneurship, risk-taking, and delving into the deeper reasons behind entrepreneurs' stories, exploring not only their professional but personal lives as well to understand the whole picture behind pursuing ventures in the Public Health Sector. The brand tone strikes a balance between professionalism and casual, aiming to be approachable not only to students, faculty, alumni, and healthcare enthusiasts interested in healthcare ventures and innovation within the Columbia ecosystem, but also to captivate young adults worldwide.
The acronym CHESS acts as the glue holding the identity system together. It's not just a striking visual, but also draws parallels between chess and entrepreneurship, emphasizing strategy and planning. This reflects the balance needed in social entrepreneurship, where giving and profit must align.
The main logo lockup harmoniously blends symbolic elements: the chessboard symbolizes entrepreneurship and risk-taking, while the shield and arrow represent the Public Health Sector. The lion's head pays homage to Columbia's legacy and embodies the courage fueling these entrepreneurs' journeys. Meanwhile, the sun rays radiating from the lion's head underscore the deep influence of their words through the medium of this podcast, empowering them to inspire others.
The brand color palette is carefully curated around the distinctive Columbia blue hue, complemented by deep blue, ivory, and black. These colors are chosen not only for their visual appeal but also for their ability to enhance the messaging of innovation and excitement within the public health sector. Deep blue exudes professionalism and trust, reflecting the foundational values of healthcare. Ivory adds a touch of elegance and timelessness, symbolizing the enduring impact of innovation. Meanwhile, black brings depth and sophistication, representing the resilience and determination of entrepreneurial endeavors. Together, these colors contribute to a cohesive brand identity that conveys a sense of excitement, innovation, and credibility in healthcare entrepreneurship.
Text, images, and videos are frequently aligned within the squares of the flexible chessboard visual lockup. This layering effect generates a sense of dynamic movement, a concept central to the overarching theme of the identity design, especially when coupled with rhythmic animations.
