Done right, system leadership felt this brand unification—dubbed ONE Adventist Health—would inspire internal stakeholders, drive organizational alignment, improve patient care, create greater efficiencies and even result in top-line growth for the organization.
At this point, Adventist Health partnered with Brown Parker & DeMarinis to develop the organization’s Purpose and create a plan to activate it both internally and externally throughout the four-state system.
This work included everything from the writing of a new brand manifesto to re-designing the logo and replacing hundreds of signs, to hosting more than 20 internal launch events that were part of a weeks-long, multi-state tour reminiscent of political campaigns. After successful internal activation, a robust, tradigital advertising campaign was rolled out across every market.
The campaign theme, Together Inspired, was a powerful descriptor for the new brand and had the added benefit of relating differently to internal and external audiences. Within the organization, Together Inspired was viewed as a rallying cry for the organization to unite as one to better serve all of its communities. Externally, audiences saw themselves as the inspirers and as partners to Adventist Health to improve their communities and the people living in them.