The AbilityLab was envisioned as an open, collaborative environment where physicians, therapists, researchers, and patients work side by side—breaking down silos and sparking innovation at the point of care. This radical concept, championed by the institution’s visionary president and CEO Joanne Smith, reimagined the former Rehabilitation Institute of Chicago into a new model for patient-centered healing.
The name itself reflects this transformation. Unlike “rehabilitation,” which suggests restoring what was lost, AbilityLab conveys potential, progress, and possibility. This shift in language captures the organization’s pioneering philosophy: that recovery is not about limitation, but about growth and human spirit.
“The Soul Moves First” became one of the rallying calls for the brand, expressing the belief that recovery begins with determination and spirit, which in turn catalyze physical progress. To bring this ethos to life, we designed a bold new visual identity that included a vibrant color palette, humanistic typography, and a signature system of illustrations and iconography. Together, these elements projected optimism, energy, and humanity.
This identity was translated across the landmark 27-story, 1.2 million-square-foot tower—from architectural expressions and large-scale environmental graphics to wayfinding systems and digital applications. Every touchpoint was infused with the brand’s uplifting spirit, ensuring patients, families, staff, and visitors experienced a cohesive sense of inspiration and purpose.
From the outset, we worked closely with the project team to identify opportunities for design impact at pivotal patient touchpoints. Color, illustration, and form were applied across multiple floors, transforming the rehabilitation journey into a series of encouraging and motivating experiences. These spaces were carefully crafted to spark optimism, support recovery, and reinforce the deeply human nature of healing.
Our graphic system has since extended beyond the building into marketing campaigns, patient artwork, vehicle graphics, off-site facilities, operational collateral, and milestone celebrations. These branded expressions now serve as the most visible embodiment of the AbilityLab’s mission, values, and spirit—making its identity as innovative and inspiring as the care it delivers.
Photographer credit: David Wakley
