Key Health Institute - Case Study - Saxum

WorkKey Health Institute


Key Health Institute (KHI) is a physician-owned medical and health risk management company that takes a comprehensive approach to wellness and medical care. KHI’s services include primary health care, urgent care, physical therapy, and nutrition and wellness services, plus a state-of-the-art fitness center. Their primary focus is partnering with employers to design and implement medically integrated, personalized health and wellness programs as a benefit for their employees.

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Key Health Institute (KHI) tasked Saxum with developing a brand that would represent a multifaceted approach to preventative healthcare. Saxum needed to create a brand that resonated with a diverse mix of target audiences — both B2B with corporations and insurance brokers and B2C with consumers looking for a fitness center. The brand also needed to be flexible enough to grow long-term should KHI add locations in the future.


Saxum’s strategy included creating a mark that incorporated icons of several of the facility’s services, including medical care, nutrition and fitness. This is a visual way to demonstrate that KHI offers a variety of expertise and services. We also created the tagline, “More than medicine” to further support this message.

By using a multi-icon approach to the logo, the design provided flexibility for additional secondary icons to be used in facility signage and on other materials, as appropriate. We also provided options for including a geographic identifier for long-term use if additional locations are added in the future.


Saxum’s logo design and tagline have brought professionalism and clarity to KHI’s brand. The new logo looks great on everything from their building façade to marketing materials, and the brand and style guide we developed make it easy to execute for their in-house marketing team. This ensures the organization is positively and consistently represented across all mediums.


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Saxum is an equal opportunity employer and believes a diverse workforce is a key to understanding the many audiences we seek to reach for our clients.

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