UCSF Hospital for the Future
San Francisco, ca
Innovating more holistic healthcare design.
SERVICES
DISCOVERY
- Market Research
- Audience Studies
- Strategic Planning
- Creative Workshops
BRAND STRATEGY
- Positioning
Experience strategy
- Guest Experience
- Customer Journeys
- Visioning & Master Planning
![](https://www.brandbureau.com/wp-content/uploads/2023/11/ucsf-hospital-for-the-future-book-scaled.jpg)
The Approach
Design affects our mental and physical well-being. When conceptualizing our comprehensive “healing habitat,” we wanted to foreground nature, to find more inviting materials, to accommodate family and friends, and to make space for amenities and community events.
![](https://www.brandbureau.com/wp-content/uploads/2023/10/ucsf-illustration-scaled.jpg)
The Expression
Our plan emphasizes the human-scale idea of healing from within. Hospitable touches, embedded and unobtrusive technology, thoughtful storage, personalizable touches, and natural light characterized our “beyond the bed” thinking.
![](https://www.brandbureau.com/wp-content/uploads/2023/10/ucsf-book-2.jpg)
![](https://www.brandbureau.com/wp-content/uploads/2023/10/ucsf-poster.jpg)
The System
We delivered a manifesto, a set of five imperatives, and experiential and emotional benchmarks for a health-centric space. And in order to create a sense of friendliness and approachability, we presented our strategic thinking alongside colorful, organic, flowing illustrations from Tess Rubenstein.
![](https://www.brandbureau.com/wp-content/uploads/2023/10/ucsf-fence-2-scaled.jpg)