Designed for Discovery

When Arbor Research Collaborative for Health set out to modernize its public presence, the organization sought more than a new logo. They needed a brand that reflected their evolution as a global leader in healthcare research while better communicating the innovation, collaboration, and scientific rigor that define their work. Working alongside D&B Strategic Marketing, WTW led the creative development of a comprehensive brand refresh and a completely redesigned website that positioned Arbor Research for its next chapter.

The engagement began with strategic discovery, competitive analysis, audience research, and brand positioning before moving into the development of a modern visual identity. The resulting logo system retained a subtle connection to Arbor Research’s heritage while introducing a cleaner, contemporary aesthetic supported by an updated color palette, typography, messaging framework, and brand standards. The new identity was designed to scale seamlessly across digital platforms, publications, presentations, events, and promotional materials.

Building upon the new identity, WTW designed and developed a completely new website focused on usability, accessibility, and storytelling. The refreshed site reorganized complex research content into a more intuitive information architecture while strengthening calls to action, highlighting organizational impact, and creating a flexible content management system capable of supporting Arbor Research’s continued growth. Throughout the project, branding and web design worked together as a unified system, creating a cohesive experience across every touchpoint.

Today, the refreshed Arbor Research brand projects the same credibility and excellence that has characterized the organization for decades, while providing a modern digital foundation that better serves researchers, healthcare partners, sponsors, and collaborators around the world.