UnityPoint Launch

ZLR Helps Iowa Health System Become UnityPoint Health

Rebranding is a huge undertaking for any organization. Imagine the complexities of rebranding a $3 billion organization with 24,000 employees, over 280 medical clinics, relationships with 29 affiliated and rural hospitals and six home health care businesses. Consider also the brand needed to tell the story of an organization that has grown to become a national leader in transforming the way health care is delivered – from a system that treats people when they’re sick to one that helps people get well and stay well.

These were the challenges Iowa Health System faced when it retained ZLRIGNITION in 2011 to establish a new brand identity for one of the nation’s largest nonprofit health systems. The effort culminated on April 16, when Iowa Health System became UnityPoint Health. Its clinics became UnityPoint Clinic and home care entities became UnityPoint at Home.

UnityPoint Health Logo

The new brand reflects the organization’s growing geographic footprint. It also is a brand that is patient centered – where care providers unite around the patient to deliver the best outcome. ZLR’s approach to gain a deep understanding of the audience was embraced by UnityPoint Health leadership. The brand message is supported by extensive research.

UnityPoint Leadership Symposium

In addition to research, the brand development work included selecting and testing potential names, creating the brand architecture and style guide, creating internal and external launch materials, public relations and media planning and buying and of course creative development.

ZLRIGNITION worked closely with the client’s senior management and communications team to roll out the new brand at the system’s 2013 Leadership Symposium. We brought the brand promise to life with a series of powerful videos showing how care coordination helped patients achieve the best outcomes in every region UnityPoint Health serves. We provided 1,400 leaders with tools to communicate the new brand to their employees and patients and we helped UnityPoint Health introduce its new brand to the news media.

Within days we launched the brand promise to the public through an integrated campaign. The overall brand campaign introduced the concept of coordinated care by showing how at UnityPoint Health, it is the patient who is the point of a united effort to deliver the best outcomes.



A television spot introduced UnityPoint Clinic as driving care coordination from the doctor’s office to the hospital to home to help patients get well and stay well.