GuRuStu was tasked with finding a new name for Nephrology Associates, Inc., something that would effectively communicate the company's vision and immediately connect with its patients. KidneyCare Oklahoma seemed like the obvious choice.
With a new name, comes a new logo. It was important to portray KidneyCare as a reliable, trustworthy brand. The logo mark's color palette, simplistic form, and repetition of shapes is meant to invoke a calming sense of comfort and stability.

The logo's shape was brought into the company's print collateral, further reinforcing the practice's friendly and caring disposition.