Brand Identity Development | HMP Global
Behavioral Health AI Summit is a new event exploring how artificial intelligence is shaping the future of behavioral healthcare. As part of HMP Global’s expanding Behavioral Health portfolio, this inaugural event required a complete brand identity built from the ground up—one that felt credible within healthcare while reflecting innovation in technology.
The creative direction centered on “behavioral health meets AI”—a clean, modern, and professional aesthetic designed for an executive audience. I developed two strategic identity directions to define the brand’s visual positioning within HMP Global’s portfolio.
My Role
I led the creative direction and brand development from concept through execution—defining the visual positioning, logo system, color palette, and design language for the new brand.
Concept 1
This direction focused on aligning the new event with HMP’s existing Behavioral Health brands to ensure visual consistency and scalability across the portfolio.
I retained the portfolio’s signature deep purple and “Regular” typeface to maintain cohesion, while introducing a coral accent color and AI-inspired design motifs to infuse a modern, technology-driven feel. The result is a refined and forward-looking identity that fits seamlessly within the existing brand family while standing out as an innovation-focused event.
2026 Prospectus Cover
Website
Socials
Concept 2
The second direction incorporated HMP Global’s core branding to establish stronger ties to the parent company during the event’s launch year. This approach emphasized organizational credibility and allowed flexibility for the brand to evolve independently in the future.
2026 Prospectus Cover
Website
Socials
Outcome
After presenting both concepts, the marketing team selected Concept One. I finalized the chosen direction, built out the full visual system, and managed its rollout across digital, print, and event materials—establishing a cohesive and professional identity that positions Behavioral Health AI Summit as a leader at the intersection of healthcare and technology.
Post-launch design extensions.
2026 Print Ad
Slide Application
Meterboard