In 2017 athenahealth underwent a brand refresh. A new brand architecture, voice, and visual system were developed with the help of the New York branding agency, Lippincott. The Creative Services Team at athenahealth was tasked with completing the development of the visual system as well as a robust set of brand guidelines. athenabrand.guide was designed and developed to be a place where anyone could go to learn about the brand and house a repository of brand assets.