design & research
Establishing Visual Identity for a New Emergency Medical Service Brand
Role: Graphic Designer, Multimedia Specialist
Tags: Brand Identity, Graphic Design, Photography, Fleet Design, Visual Strategy, Communication, Marketing Materials
Tools: Adobe Photoshop, Illustrator, InDesign, Premiere Pro, Figma, Monday.com, Microsoft Office Suite, Sony Camera Systems, Drone Photography
Details: Executed under HealthNet Aeromedical Services, Inc.
Led creative direction, design system development, and brand rollout for Wayne County EMS, guiding the project from concept to launch across multiple operational bases.
Project Overview
Wayne County Emergency Medical Services (EMS) is a new emergency medical service organization operating across Wayne County, West Virginia. Developed under the direction of HealthNet Aeromedical Services, the project required a complete visual system - from logo creation to environmental graphics and digital communication materials.
Collaborating directly with the CEO, every design decision was carefully crafted to reflect the community, landscape, and professionalism of the EMS teams. The resulting identity and assets established a cohesive brand across vehicles, apparel, facilities, and media, ensuring strong visibility and trust across all points of public interaction.
Brand Identity & Design System
The Wayne County EMS logo and brand was designed to embody trust, clarity, and a strong connection to the local community of Wayne County, West Virginia.
The logo suite includes primary, black-and-white, and horizontal versions to support flexibility across print, apparel, and vehicle applications. A cohesive visual system was established using a gradient of deep-to-light blue paired with bright red and white creating an instantly recognizable, high-contrast palette suitable for emergency visibility.
Typography was standardized with Arial and Arial Black to ensure consistency and readability across all mediums.
Together, these elements form a professional and approachable identity that reinforces reliability and readiness across every touchpoint from documentation to uniforms and fleet design.
Fleet Design & Implementation
The Wayne County EMS ambulance fleet was designed to project professionalism, visibility, and regional identity while maintaining strict compliance with emergency vehicle standards.
The wrap concept extended the brand’s blue gradient and red-and-white accents into a dynamic 180-degree design that communicates motion and approachability from every viewing angle. Each element, from line curvature to color balance, was carefully composed to ensure visual cohesion between the cab and the cargo module.
Designed and Rendered Proofs
Installation Process
Final Product
Final Product
Collaboration with the installation vendor ensured accuracy across materials, reflective surfaces, and contour alignment. The final design carried seamlessly from the digital blueprint to the physical vehicle, achieving a polished, high-visibility presence on the road.
Digital & Social Media Design
The Wayne County EMS brand extends beyond the fleet to create a cohesive presence across stations, staff uniforms, and printed materials.
At each EMS base, the exterior signage was designed to enhance local visibility and reinforce the organization’s identity through bold color contrasts and clear legibility from distance.
The crew apparel - including hats and shirts - integrated the logo and color palette in a clean, functional style that aligns with professional medical and emergency standards.
These designs helped unify team appearance while maintaining comfort and practicality in daily operations.
Designed Polo Shirt and Hat for EMS Crew
Wayne County EMS Employee with the Polo Shirt
For internal and administrative use, print collateral such as letterheads, envelopes, business cards, and standardized PDF templates were developed to streamline position descriptions.
Each document followed the same design system to maintain brand consistency across all official materials.
Wayne County EMS Letterhead, Envelope, and Business Card
Wayne County EMS Position Description PDF Template Design
Together, these applications demonstrate how visual design reinforces both the professionalism and community presence of Wayne County EMS.
Station, Apparel & Print Collateral
Wayne County EMS’s digital presence was built to inform, engage, and connect with both the community and the broader healthcare network. The creative direction focused on balancing professionalism with approachability - highlighting the people, stories, and technology that drive emergency response every day.
Original photography and graphic design were combined to celebrate International Paramedics Day, showcased the advanced capabilities of the fleet and equipment, and produced social media campaigns that introduced crew members.
These visuals played a key role in humanizing the organization, reinforcing trust, and promoting awareness of its expanding services.
Social Media Content for International Paramedics Day
Social Media Content showcasing the equipment,
Stryker Power Cot and Power Load systems.
Social Media Content showcasing the equipment,
state-of-the-art Ventilator support system.
New Crew Member Introduction
In addition to social media content, a Power BI dashboard interface was designed to visualize real-time operational data such as patient transport numbers and response metrics.
While a more detailed internal version was developed for leadership insight, the public-facing dashboard applied the same visual design principles - clarity, hierarchy, and brand consistency - to communicate impact in a clear, accessible way.
Together, these efforts elevated Wayne County EMS’s digital presence and provided a unified visual voice across external outreach and internal reporting.
Outcome & Impact
The Wayne County EMS project stands as a model of design-led collaboration, translating leadership vision into a complete operational identity.
From the initial concept to the launch of three active EMS bases across the county, every element - from fleet design to data visualization - was aligned under one consistent visual system.
The result is a brand that conveys reliability, readiness, and community service. Through thoughtful design direction and close collaboration with leadership, the project established a cohesive identity that strengthened public recognition and crew pride.
Beyond aesthetics, this initiative demonstrated how strategic design can shape perception, build trust, and create a professional standard that reflects the organization’s values and purpose.