Designing for Dignity
From the outset, Watson took a holistic approach—recognizing that for families navigating memory loss, every interaction matters. We redesigned printed materials and signage for clarity and warmth, transformed lobby and public space environments to reflect a sense of welcome, and created digital tools to support both staff and residents’ loved ones.
But perhaps the most powerful asset of the campaign was one Anthem was initially uncertain about: a brand film. The idea of putting residents and staff on camera felt risky at first. But with care, trust, and collaboration, we created a short video that honored the people behind the brand—without ever feeling exploitative or saccharine.
“The product they produced was, in our estimation, quite a work of art,” said McCoy. “It so happened that in an employment interview for a pivotal position, I had the screen up and decided to play the video. At the end, I turned back to the applicant, who had tears in her eyes. She remarked that from watching the video, she could tell that Anthem Memory Care was a company that she wanted to be a part of.”
Stories That Stick
At Watson, we believe stories are systems—ways to transfer culture, emotion, and purpose. In the healthcare space, that means telling the truth with compassion. It means centering the people behind the statistics. And it means designing every brand element—visuals, copy, experience—as a reflection of the values you live by, not just what you say in a mission statement.
“I really felt Anthem Memory Care was doing something special,” said Matt Watson, Founder and Creative Director. “It was a privilege to be part of it. Our time with Anthem demonstrated that technology, meaningful stories, and lightweight communication systems can allow a small, dedicated staff to share and keep families connected—regardless of distance.”
Design That Heals
This work reinforced a simple but powerful truth: branding, when done well, can build trust, spark emotion, and support better care. Anthem’s story is proof that even in highly regulated, emotionally complex sectors like memory care, there’s room—and need—for warmth, clarity, and creative bravery.
To this day, the Anthem project remains a touchstone for our healthcare work. A reminder that good design isn’t about decoration—it’s about dignity. And that sometimes, the most impactful thing you can do isn’t to say more. It’s to show up, listen deeply, and tell the story that’s already there.
Let’s build brands that matter.
