HFG Architecture, an innovative leader in healthcare design, has announced the launch of its new branding initiative — marking an important step in the firm’s evolution over 30 years. The firm is reflecting its commitment to forward-thinking design and industry best practices centered around the patient experience.
“Rebranding is more than just changing our visual identity and messaging,” CEO David Wright said. “It’s about capturing the essence of our organization’s mission and growth. Our new branding reflects our dedication to pioneering design solutions and our commitment to creating exceptional spaces.”
Since 1994, this dedication has driven the HFG team to become experts in healthcare design. The firm began meeting the needs of rural communities with an initial office in Wichita and has grown to serve both rural and metropolitan clients in 20 states and four countries from offices in Kansas City, Northwest Arkansas, Tulsa, and Wichita. After completing thousands of projects, HFG leads the industry in planning and designing health facilities.
Looking ahead to the next 30 years and beyond, the firm’s leadership saw a need to elevate its brand to reflect an established reputation as a pioneer in a crucial, personal industry. The process surfaced a clear connection between access to quality healthcare and architectural services, leading the company to adopt its new tagline — We Make Space for Care.
Dwayne Robinett, senior vice president and managing principal, remarked that this initiative resembles HFG clients’ desire to match their facilities’ design with the quality of care they provide. “Sometimes what is needed is a better way to reflect that care externally,” he said. “Similarly, our new brand identity isn’t really new at all; it simply reflects the already great care and service we offer our clients and their patients.”
In addition to elevated messaging that aligns with the company’s impact and strategic vision, this enhanced brand identity features a modernized wordmark, updated color palette, and redesigned website that emphasizes HFG’s modern approach to architecture and design. The holistic rebranding effort aims to communicate the firm’s core values and vision while engaging with clients and partners in a more dynamic way.
The new brand was developed in collaboration with TOKY, a leading brand strategy firm known for its creative and strategic expertise.
“Our goal was to create a brand identity that not only reflects our architectural excellence but also resonates with our clients and the broader community,” said Andrew Rutenbeck, senior vice president and managing principal at HFG. “The result is a contemporary and truly genuine way for us to show our expertise and talk about our work.”
HFG identified four brand pillars that capture the essence of the firm, including its exclusive focus on healthcare, the level of detail put into practice, a deep understanding of industry operations and a clear commitment to strong relationships for all healthcare stakeholders.
“From our beginning as Health Facilities Group, we’ve dedicated our practice to healthcare environments,” Wright said. “We see planning and design as an extension of the healthcare experience, which is why we’ve chosen to focus solely on such a personal industry. We’re looking to the future without forgetting the values that brought us here. Our three decades of specialization have sharpened our perspective, and that matters.”
HFG invites the community to explore its updated branding on hfgarchitecture.com and social media platforms.