Challenge

Ascension—the largest Catholic healthcare system in the world and the second-largest healthcare system in the country—after decades of operating as a loose confederation of systems, decided to consolidate its brand under the Ascension name and a centralizing brand architecture. Realizing that it wasn’t taking advantage of its significant market presence, and that it had to adapt to a changing, more consumer-oriented healthcare landscape, Ascension began the journey to consolidate their brand, which they named, their Journey to One Ascension.

Solution

To unify Ascension, we developed a centralizing brand architecture system that comprehensively includes all of Ascension’s brand offerings across its 2,500 sites of care. We helped Ascension transition from a confederation of associated hospital systems, each with its own clinical operations, as well as functions like HR and marketing, to a unified entity with centralized clinical and internal functions across the entire network. In alignment with Ascension’s reimagined brand architecture, we developed a modern visual identity system, to be used across the network in both externally facing and internal contexts.

The unifying architecture serves not only to make it easy for customers to navigate Ascension’s broad network, but also for associates to have access to the offerings of other sites of care, and the opportunities they bring to better serve customers.

Results

“The early returns are that it’s making a tremendous difference in both inspiring associates and allowing us to deliver the type of care that’s needed in the communities we serve,” says Nick Ragone, SVP – Chief Marketing and Communications Officer, Ascension.

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