A new research lab out of Sinai Health focused on tackling mental illness, chronic pain, and opioid addiction approached us with a blank canvas—no name, brand identity, or website. They sought to introduce their multifaceted, patient-centered approach to treatment, so our task was to create a name, brand, and website that would interconnect their research and projects while building community trust.

We decided on "Subject Matter," reflecting their role as a central research hub where complex social problems transform into actionable insights. The visual identity features a simple logomark based on arrows, symbolizing centralization and playing off the concept of what "matters" with greater than and less than angle brackets.

For the website, we crafted a user-friendly experience that guides visitors through Subject Matter's complex issues. Using strategic lines and layout, we quickly direct users to essential information. The design balances clarity and warmth, featuring bright blue tones and hand-drawn icons to soften the clinical nature of their work. A lightweight CMS allows the team to easily update content and maintain a fast, responsive website—key factors in sustaining user engagement.