Theta Health Group, a healthcare conglomerate backed by $3B in funding and founded by the creators of CityMD, sought a scalable brand framework to unify its multifaceted offerings. The brand draws on Cycladic architecture, a Greek-inspired aesthetic common to modern Mediterranean spas, translating clinical healthcare into approachable, lifestyle-oriented visuals.

A cohesive visual identity was developed, including a logo derived from the theta symbol, a flexible naming structure, robust rounded forms, and a palette of bright neutrals. The cyclical motion of the mark emphasizes regeneration and integrated care, reinforcing the brand’s positioning as a comprehensive support system. Typography, design systems, and lifestyle-focused photography were aligned to shift perception from purely medical to aspirational wellness.

The launch campaign communicates Theta’s spectrum of care, integrating its heritage with a spa-like customer experience, establishing a distinctive and extensible corporate identity.