Remitra Branding
A Modern Identity Concept for a Healthcare Financial Platform
The Challenge
Remitra is a GPO and ERP-agnostic, cloud-based platform that streamlines financial processes for health systems and their suppliers. As a sub-brand of Premier Inc., Remitra needed a visual identity that reflected innovation, trust, and technological clarity while fitting cohesively within Premier’s larger brand ecosystem.
The challenge was to design a brand system that felt distinct yet connected. Something modern, precise, and intuitive, capable of representing a technology platform operating at the intersection of healthcare and finance.
The Truth
Financial technology in healthcare is often complex and intimidating. The visual identity needed to counter that by feeling simple, confident, and human. It had to communicate efficiency and movement, reflecting how Remitra connects systems, simplifies workflows, and closes gaps between health providers and suppliers.
The identity needed to signal progress and clarity without losing the credibility and sophistication expected from a healthcare technology brand.
The Work
As Art Director and Brand Designer, I developed a new logo and visual identity system for Remitra that combined symbolic precision with visual balance.
Logo Development
The concept began with the letter “R” as a foundation. By merging upward and downward arrow forms, the design represented the bidirectional flow of financial data between systems—payment and reconciliation, request and fulfillment.
The yellow caret pointing upward symbolized progress, growth, and a positive flow of transactions.
The blue arrowhead pointing downward represented data precision and reliable system delivery.
Together, they formed a stylized “R” mark that conveyed connection, direction, and exchange.
Typography and Composition
The logotype was designed in a bold, geometric sans-serif style, giving the brand a strong, confident presence. Its clean lines and balanced proportions align with the platform's forward-thinking, technology-driven nature.
Visual System
The identity extended to a modern color palette of teal, yellow, and dark navy—colors that balance innovation and stability. Gradient textures and subtle lighting effects gave the visuals a sense of depth and motion, reinforcing the platform’s dynamic nature.
The Results
Although the proposed identity was not adopted by the company, the concept successfully demonstrated how a healthcare fintech platform could be expressed through modern design language. The visual system balanced clarity and sophistication while symbolizing Remitra’s purpose—simplifying complexity through intelligent connection.
The final mark remains one of my favorite explorations in blending symbolism, simplicity, and precision to tell a product’s story through design.
Credits:
Art Direction and Branding: James Windham
Old Branding and Color Palette - Art Direction