Unifying Four Distinct Brands Into One Bold Future Unifying Four Distinct Brands Into One Bold Future
Client Overview
The Challenge: Creating a Single Identity from Four
When four legacy healthcare systems merged into one, they faced more than just a naming challenge.
Each organization brought its own culture, operational processes, and branded assets, making integration complex and politically sensitive.
Integration was underway in some areas—but in many others, it had barely begun. The new name had been chosen. Now, the challenge was to bring it to life in a way that inspired confidence, protected confidentiality, and unified thousands of employees under a shared purpose.
The goals were clear:
- A single, powerful brand identity to reflect the new organization’s values
- Internal alignment and morale-building during a time of change
- Effective execution of the rebrand within tight confidentiality constraints
- Drive system-wide consistency across every touchpoint
- Scalable program management for over a dozen functional workstreams
With deep expertise from over 150 healthcare brand implementations, BrandActive partnered with the newly unified system to bring their vision to life.
The Solution: A Brand Built from the Inside Out
This healthcare system approached the brand not just as a visual update, but as a chance to shape a new culture from day one. The focus was internal: rallying employees, aligning systems, and signaling what it meant to move forward – together.
Aligning a Complex Ecosystem
The internal team worked with five external agencies across media, brand, digital, and design. BrandActive took on the orchestration role—building an integrated timeline, coordinating interdependencies, and leading monthly all-agency syncs to ensure alignment across all moving parts.
We also supported functional leaders with 1:1 meetings, real-time troubleshooting, and reporting tools that helped the broader team stay focused, supported, and on track.
Creating Clarity and Consistency
To improve patient experience and streamline operations, this healthcare system simplified its location nomenclature. BrandActive facilitated a strategic workshop to align stakeholders and develop a clear naming system for signage and brand expression across locations.
We also developed detailed brand asset plans, signage specifications, and technical guidelines to ensure implementation was efficient and cohesive systemwide.
Confidential by Design
This healthcare system’s leadership made a deliberate choice to keep the new name and logo tightly held until launch—ensuring the moment would feel meaningful and unified across the organization. More than 180 team members contributed to planning and execution using a pseudonym and placeholder visuals, allowing strategy and logistics to move forward without revealing the identity prematurely.
BrandActive helped architect and operationalize this confidentiality—creating secure workflows, equipping teams with the tools they needed, and ensuring that detailed rollout planning could proceed smoothly behind the scenes.
The Results: Unity with Measurable Impact
Operational & Financial Wins
Strong financial stewardship built trust at every level—including with the CFO, a relationship often fraught in large-scale change. By providing clear CapEx/OpEx breakdowns and monthly budget forecasts, BrandActive helped ensure there were no surprises, a rarity that was deeply valued by finance leadership.
- $6.5M saved (18% reduction) on non-signage assets through smart sourcing
- Under budget on the capital signage program
- 99% of inventoried assets converted on time
Engagement & Awareness
- 75% brand awareness within eight months
- 59% were able to recall the logo after seeing it
- #2 most recognized ad campaign in the market
Long-Term Momentum
- Solidified brand governance and asset approval processes
- Signage governance committee in development
- Internal alignment remains high a year after launch
Want to learn more? Reach out to Claar Ennis at c.ennis@brandactive.com