Global brand consultancy Brandpie has partnered with SimonMed, the leading diagnostic imaging provider in the U.S., to redefine its brand for a new era of preventative healthcare, longevity and patient empowerment.

The work delivers a new master brand strategy, visual identity and digital experience that reflects SimonMed’s evolution in its approach to patient care, leveraging AI to expand its focus – including earlier risk of identification and preventive support – alongside extensive diagnostic services.

A history of innovation, built for access

Founded in 2003 in Scottsdale, Arizona by physician and entrepreneur Dr. John Simon, SimonMed has consistently been at the forefront of imaging innovation, driven by a belief that cutting-edge technology is only valuable if patients can access it. The business was one of the first providers in the U.S to offer full-body MRI screening, setting a precedent for preventative imaging long before longevity entered the mainstream.

Over more than two decades, SimonMed has continually introduced advanced technologies – including AI-enhanced imaging – to improve diagnostic accuracy, enable earlier detection, and reach more patients at scale. Today, with awareness of proactive, preventive healthcare accelerating rapidly, SimonMed wanted a brand that built on its expertise and responded to what patients were asking for: a clearer understanding of their health, and what to do about it.

Jenna Lloyd, Chief Marketing Officer at SimonMed, says: “We’ve long prioritized investing in advanced technology and clinical expertise. And today, those same technologies allow us not only to diagnose and treat disease earlier, but to identify risk sooner and help patients prevent, or delay onset, of many conditions.

“Brandpie helped us define our role using precision diagnostics to help physicians and patients make informed choices to live longer, healthier lives – and translate that into a brand that feels clear, confident, and accessible to everyone.”

Strategic clarity at a pivotal moment

Brandpie partnered closely with SimonMed’s leadership team to define a brand strategy that takes a clear stance against the exclusivity often associated with longevity and biohacking culture.

While many preventative services remain expensive and inaccessible to most people, SimonMed is dedicated to bringing hospital-grade diagnostics to the everyday consumer, restoring autonomy and agency in a complex U.S healthcare system.

AI plays a central role in SimonMed’s clinical capability, augmenting clinicians’ expertise by identifying patterns and indicators that even highly experienced radiologists can miss. Brandpie embedded this in messaging and throughout the brand experience, clearly showing AI as a tool for earlier detection and better outcomes rather than abstract innovation.

SimonMed’s mission is captured in a new creative idea, “More life for living”, expressing its role in helping people better understand their bodies and take proactive control of their long-term health. This comes to life through motion, photography and design elements that move from blur to clarity, mirroring the journey from uncertainty to understanding. Technology is “heroed”, but always in service of people.

Translating strategy into a living brand

Brandpie created a verbal and visual identity that deliberately challenges traditional category codes. Rather than using cold and overly clinical language, the brand expression feels human, contemporary and in motion, designed to resonate with both patients and professionals.

A clean, new wordmark is paired with “The Signal”: a continuous curve symbol that represents progression, discovery and unfolding clarity, while referencing the wave patterns fundamental to MRI and advanced imaging technologies.

The wider visual identity combines refined typography, a reimagined color palette and a dynamic motion language inspired by AI-driven diagnostics. Photography balances human outcome with the beauty and precision of the technology itself, creating a premium yet approachable aesthetic reminiscent of culturally-forward lifestyle brand codes.

Built to scale

Beyond defining the strategy and identity, Brandpie delivered a fully scalable brand ecosystem, supporting SimonMed’s growth across physical clinics, digital platforms and future services. This includes go-to-market messaging, an original photographic library, website and UX design, a suite of motion assets, physical environment branding, uniforms, signage and printed materials.

The result is a flexible system designed to evolve alongside new technologies, expanding services and evolving consumer expectations while staying consistent and trusted at every touchpoint.

Rik Haslam, Executive Creative Partner at Brandpie, says: “SimonMed is a rare combination of visionary founder, proven innovation and real clinical impact. Our role was to give them a master brand that matches the pace of the business and positions them clearly at the intersection of health tech, preventative care and longevity, with access at its core.”