LifeBridge Health is a healthcare network serving Maryland communities. Their brand identity needed a refresh to create a more modern, cohesive look while maintaining trust and professionalism. The challenge was to align marketing materials across multiple hospitals and facilities while improving readability and visual impact.

Competitor Analysis:
Conducted thorough research on successful healthcare brands and local competitors to build a proposal for leadership buy-in.

Internal Analysis:
Evaluated existing brand elements, identifying inconsistencies and areas for improvement.

Color & Fonts:
Defined a limited color palette and standardized fonts to enhance brand recognition.

Ensured selections conveyed both professionalism and friendliness.

Imagery:
Strategically used imagery to evoke emotions of security, trust, care, and compassion.

Aligned imagery with the color palette to enhance the overall brand narrative.

Visual References & Templates:
Created templates and visual references to establish a cohesive, modern, and clean aesthetic. Emphasized quick, clear readability.

Transition Brand Guide:
Developed a transitional brand guide to introduce the new identity through a phased rollout plan.

Client Communication:
Proactively managed expectations and concerns as the rebrand rolled out to avoid alienating patients, team members, and stakeholders.

Design Team Collaboration:
Led the internal design team in creating templates for frequently requested materials, such as brochures, rack cards, letterhead, and invitations.

Adaptation to Challenges:
Faced challenges related to scalability across a large organization.

Addressed internal resistance to change by actively listening to concerns and incorporating valuable feedback into the ongoing design process.

Revisited the brand guide to create a long-term version, accommodating changes made due to client concerns and organizational needs.

Brand Education Meetings:
Conducted meetings with the marketing and design teams to review the brand guidelines and clarify the teams’ roles in maintaining consistency.

Feedback Loop and Adjustments:
Established a feedback loop for continuous improvement.

Incorporated client concerns and feedback into the brand guide, ensuring ongoing alignment with the organization's goals.