Over time, Recreation’s digital presence and brand identity no longer reflected the agency it had become. The website suffered from a confusing hierarchy and inconsistent navigation, making it difficult for visitors to understand what the agency offered and where to focus. The brand itself felt conflicted—its tone and visuals lacked connection to the MedTech and healthcare clients it served, and case studies competed for attention instead of forming a cohesive story. In short, the agency’s own brand lacked the same clarity and conviction it brought to others.

As a brand partner to innovation-driven clients in healthcare and MedTech, Recreation needed a brand system that embodied balance—between creativity and precision, humanity and technology, innovation and empathy. The rebrand began with a simple idea: the agency’s identity should reflect the foundational principles it champions every day in client work. By returning to the core elements of graphic design—form, structure, composition, and motion—the new system could express both restraint and dynamism, mirroring the equilibrium at the heart of the agency’s philosophy.

The result is a modular visual system built around a geometric motif that forms the basis of both the brand’s identity and its signature monogram. This motif represents balance in equal measure—order and adaptability, clarity and depth—and becomes a flexible structure across every touchpoint. Typography, motion, and color work together to convey precision while maintaining human warmth.

The reimagined website introduces a simplified hierarchy and intuitive flow, allowing work to breathe and narratives to unfold. Strategic messaging and brand pillars—Balance, Humanity, Purpose—anchor the experience, ensuring that every interaction reinforces the agency’s promise:

Brands for Life. Balance for Humanity.

Client: Recreation RSA
Role: Branding, Identity, Art Direction
Firm: Recreation RSA
Creative Direction: Matt Hendon
Strategy: Scott Burke, Erin Klotz, Mike Chirumbolo
Graphic Design & Art Direction: Andre Carnevale, Avery Kershaw, Frances Ellenberger
Motion Design: Kyle Doan