IHI is the world’s leading innovator in health and health care improvement. When we first met, IHI’s brand identity was inconsistent. They weren’t getting the attention they deserved for their amazing world-bettering work. And like many mature organizations, they were reluctant to change anything about their brand. With our strategic partner CXO, M Space developed “Systems of Change” to refocus, energize and evolve the IHI brand. IHI is a highly trusted academic organization that sees the whole healthcare picture in a practical and optimistic light. The new identity featured layered circles that imply different parts working together in one system. And to make sure their pragmatic approach came through, we used photography of actual IHI people and initiatives combined with data, numbers and graphs.