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Brand Bureau

  • UCSF Hospital for the Future

    UCSF Hospital for the Future

    San Francisco, ca

    Innovating more holistic healthcare design.


    To envision a roadmap for the future of healthcare: friendlier, more biophilic, more integrated, and more lifestyle-driven



    • Market Research
    • Audience Studies
    • Strategic Planning
    • Creative Workshops


    • Positioning

    Experience strategy

    • Guest Experience
    • Customer Journeys
    • Visioning & Master Planning
    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.

    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.

    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.