Challenge
ScionHealth, a private equity backed health system was formed from many existing specialty hospitals, community hospitals, and senior living facilities.
As an entirely new entity, ScionHealth needed a compelling story to inspire their employees and make meaningful the caregiver focused strategy at the heart of the business.
However, every business that was part of ScionHealth had its own unique history, brand, culture and way of operating.
How could we bring everyone together around an exciting new purpose?
Idea
During our discovery work it became clear that ScionHealth’s operating model was driven by a caregiver focused strategy: the rationale being that their business will thrive by equipping employees with the ability to deliver exceptional patient experiences. That means providing caregivers with the tools, technologies, and resources they need to deliver the best possible care.
These insights shaped the purpose, ambition and positioning we developed for ScionHealth.
Purpose: To empower the hands that heal to do what they do best.
Ambition: Deploy the right resources to hospitals and caregivers so they have what they need to deliver outstanding care.
Brandpie worked in an incredibly collaborative way to align our entire leadership team around a fantastic purpose that’s driving real impact across our business and inspiring our employees. They also gave us a brand positioning and visual identity that makes us stand apart in the healthcare industry.Scott Shepherd
Vice President Communications & Marketing
Brand positioning: Empowering the hands that heal
This simple idea helps communicate the values of the new enterprise: it makes a promise that ScionHealth will support their people by helping them do their jobs to the best of their abilities.
This highly motivating positioning expresses a genuine commitment from ScionHealth’s leaders to trust the experiences of frontline staff, to provide them with the tools they need to address often complex challenges, and to remove any barriers that get in the way of what’s really important – giving patients world-class treatment.
The positioning also reflects the highly innovative mentality of company. It has a start-up mentality, uncompromising expectations around the quality of employee and patient experiences, a strong desire to create impact through innovation, and an unrelenting commitment to growing both the business and people’s careers.
Brand architecture
In addition to creating the core brand strategy, purpose, ambition, and positioning, we also developed a flexible brand architecture that applied the new positioning across all ScionHealth’s hospital brands.
Many of these hospital brands have been respected parts of their communities for decades. And, while it wasn’t appropriate to change the names or logos of these beloved hospital brands, the fact that they were now being ‘empowered’ with the resources and technologies that came from being part of the ScionHealth family created an opportunity to establish some connectivity by using common language and a degree of design consistency where appropriate.
Visual identity
Working from an existing logo, we also designed a bright, new visual identity for ScionHealth that reflected the contemporary, innovative nature of the business while centering everything around the vital relationship between caregiver and patient.
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