St. Anthony’s Brand Identity

How do you ‘cleanse’ a brand identity to fit a more relevant and purposeful story? For St. Anthony’s Medical Center, Cohesion was engaged as the brand agency of record to help transform this community health system’s brand on a comprehensive scale. Key to this ‘upgrade’ of brand purpose and story was a visual indication that […]

Screen Shot 2015-09-03 at 11.48.44 AMHow do you ‘cleanse’ a brand identity to fit a more relevant and purposeful story? For St. Anthony’s Medical Center, Cohesion was engaged as the brand agency of record to help transform this community health system’s brand on a comprehensive scale.

Key to this ‘upgrade’ of brand purpose and story was a visual indication that the brand had evolved. A challenging task, given that the existing logo had found its way into hundreds of communication vehicles, offices and logo’d items.

Knowing that it would take years to cleanse the organization of the prior identity, and, knowing that the organization could not afford to change all signage and facades in one effort — we understood that whatever we developed would need to stand side-by-side with the ‘old’ identity and not confuse consumers or staff. But again, the evolved identity still needed to signal a rebirth of the brand.

In addition, the new identity needed to act as an umbrella for the dozens and dozens of subsidiary assets inside the St. Anthony’s brand franchise. These included service lines, individual physician practices, specialty services and more. Cohesion not only developed a brand nomenclature system for all of these assets, but a platform for usage, as well.

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Branding in a business context. Just one more benefit Cohesion provides.

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