Aledade
Campaign DesignIntegrated MarketingVisual Identity
Do More Good
Aledade is the largest network of independent primary care in the U.S., enabling clinicians to deliver better patient outcomes and generate more savings revenue through value-based care. By providing actionable insights and dedicated support, Aledade enables primary care organizations to succeed financially by keeping patients healthy. Together with more than 2,400 practices and community health centers in 46 states and the District of Columbia, Aledade manages accountable care organizations that serve nearly 3 million patient lives.
Since Aledade’s founding, so much had changed: a five-person start-up is now the nation’s largest network of independent primary care and a pioneer in value-based care enablement.
As Aledade marked its ten year milestone in 2024, leadership recognized it was time to update their visual identity and increase brand awareness. That’s where Grafik came in.
Delivering a purpose-driven brand
Aledade had just minted a simple, yet powerful brand mantra, Do More Good, inspired by their mission to deliver better health, better care, and lower costs — creating a health care system that is good for patients, good for practices, and good for society. As Grafik’s designers set about to bring Aledade’s visual identity to life, our marketing strategists created a channel plan tailored to three primary audience segments, and creative leads began work on a powerful brand video to demonstrate the full impact of partnering with Aledade.
With a clear vision and a powerful message, Grafik teamed up with the talented folks at UNRIVALED to bring their story to life. By choosing to feature partner physicians and their patients, we produced a brand video that not only captured the heart of Aledade’s mission, but also delivered the real-world power of value-based care — while generating a wealth of footage for 15- and 30-second ad formats. Every scene, from interviews to b-roll, was thoughtfully crafted to tell a story that resonates.
Grafik was tasked with redesigning Aledade’s visual identity, from developing a new logo to supporting brand awareness with strategic campaign recommendations. With the goal of simplifying and strengthening the brand, the new logo delivers modern clarity, while the broader identity highlights Aledade’s human side with more authentic imagery, a rich 508-compliant color palette, and carefully refined typography.
A clean, versatile icon designed for shorthand use — perfect for social media and anywhere the full logo isn’t needed.
Outcome
This deeply collaborative effort unified stakeholders across growth, communications, and policy under a revitalized brand platform. Grafik delivered a flexible suite of creative assets — including a new visual identity, video content, and a multi-channel campaign strategy — that not only elevated Aledade’s market presence, but equipped the team with tools to drive awareness, influence decision-makers, and sustain long-term growth well beyond the initial launch.