Confluent Health is a Louisville, Kentucky-based nationwide network of musculoskeletal (MSK) health companies that supports physical and occupational therapy practices across the United States. The company was founded in 2014 by Dr. Larry Benz, who also serves as its president and CEO.[1] Confluent Health describes itself as a network of over 1,650 sites of care operating under more than 60 partner brands.[2]
Design and History
Confluent Health engaged the branding agency Brandpie to develop a new brand strategy and identity for the company. The engagement came as the business, which had grown to encompass more than 50 brands across four distinct business units, sought a unifying story that worked across all its operations.[3] Brandpie’s work resulted in a “complete brand identity” for Confluent Health, according to Meg Dietzel, the company’s chief marketing officer.[3]
The creative idea at the center of the new brand strategy was “We make you stronger,” which grew from the insight that more than half of the U.S. adult population experiences musculoskeletal pain each year.[4] The tagline appears on Confluent Health’s website alongside its mission statement.[2]
Confluent Health’s current website presents the company’s name in a straightforward wordmark format, with the tagline “We make you stronger” appearing prominently in the site’s hero messaging.[2] The company’s brand colors, as cataloged by brand asset aggregator Brandfetch, include a royal blue tone (#5454DF) and a dark gray tone (#181818).[5]
Meaning and Symbolism
Brandpie’s brand strategy for Confluent Health was built on three pillars that guide the company’s purpose: developing stronger talent, stronger capabilities, and a stronger ecosystem. These pillars support the company’s stated purpose, “Advancing healthcare solutions that make us all stronger,” and its ambition to be “America’s leading provider of MSK solutions.”[3]
The company’s name itself reflects its partnership model. Confluent Health was formed in October 2014 and expanded by acquiring major stakes in existing physical therapy practices while keeping their local brands and management in place.[6] The “confluent” name suggests the coming together of independent practices into a unified network, a concept reinforced by the company’s description of itself as “One Confluent Health Family.”[2]
Typography and Design
Confluent Health’s current visual identity was developed as part of Brandpie’s broader brand strategy engagement, which included a comprehensive messaging strategy and verbal identity in addition to the visual system.[3] The identity was designed to work across the company’s multiple business units, which educate and upskill clinicians, provide workplace health solutions, and develop technology offerings for hybrid models of care.[3]
Prior to the Brandpie engagement, Confluent Health’s in-house design team had created logos for internal events and programs, including the 2020 Confluent Health Marketing Summit and the Confluent Health University continuing education program.[7] The company also refreshed logos of newly acquired partner practices as they joined the network.[7]
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