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Mount Sinai
Taking healthcare to new heights
Helping a renowned medical institution reach its peak
Challenge
As one of New York’s most respected healthcare institutions, Mount Sinai Medical Center had a rich history of medical excellence and research innovation. But it lacked a clear and compelling way to demonstrate what made it special, making it difficult for the organization to stand out in a city full of prominent hospital systems.
Insight
Over time, inconsistent communications and the lack of a distinct, integrated identity had diluted the brand’s heritage and power. Patients needed clarity on how Mount Sinai’s practices were organized, and the medical center needed to tell a larger story to bring out its greatest strengths—scientific advancements, a pioneering spirit, visionary leadership and a collaborative approach.
Answer
Based on Mount Sinai’s goal to “expand the possibilities of medicine,” we crafted a narrative around the institution’s ability to adapt to the ever-changing healthcare industry. Guided by our story, we created a simpler brand experience across the board by streamlining the brand architecture, creating a new name and brand identity for the multidisciplinary Faculty Practice—now Mount Sinai Doctors—and modernizing the medical center’s logo and visual identity system.
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![](https://www.siegelgale.com/app/uploads/2019/02/Mt-Sinai-Floor.jpg)
![](https://www.siegelgale.com/app/uploads/2019/02/Mt-Sinai-signage.jpg)
![](https://www.siegelgale.com/app/uploads/2019/02/Mt-Sinai-Outdoor-billboard.jpg)
![](https://www.siegelgale.com/app/uploads/2019/02/Mt-Sinai-Posters.jpg)
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We believe that our patients, employees, students and other external constituents feel more confident in a brand that is clearer, simpler and more consistent—one that reflects the Mount Sinai experience itself.
Leonard Achan, Former Chief Marketing & Communications Officer, Mount Sinai