The Challenge
The organization’s branding efforts had been decentralized and hospital based. The new brand needed the consensus of hospitals, clinics and home care to move forward. The branding was as much about the organization change as it was about the marketing.
The Smart
ZLRIGNITION developed a research-based process to help guide the organization through the rebranding process. It provided insight from the consumer and internal audiences across Iowa and Illinois.
The Bold
The name, UnityPoint Health, was developed to communicate that the organization surrounded patients with care. The coordination of care between doctors, hospitals and home care will help patients become healthier.