LOS ANGELES, OCTOBER 1, 2019–Today, Siegel+Gale, the brand strategy, design and experience firm, announced the rollout of its rebranding partnership with Valleywise Health, formerly known as Maricopa Integrated Health System (MIHS). The Phoenix-area community health system has been serving Maricopa County for more than 140 years.

The comprehensive rebrand includes a new name, visual identity, messaging, and experience principles. The new brand articulates the value Valleywise Health provides to patients, employees, partners, and surrounding communities.

The name “Valleywise Health” highlights a new brand promise—building a healthier future for the community—and alludes to its membership in and commitment to the surrounding communities, as well as its affiliation as a teaching hospital.

Within the new visual identity, the “V” monogram for “Valleywise” is paired with the equals sign, signifying that all are welcome. Embracing “arms” symbolize the quality care offered. The primary brand colors are a nod to the local nature and landscape of the geographic area that Valleywise serves. The dual greens—Pine and Kelly—represent the desert cacti of Phoenix; the teal is reminiscent of expansive blue skies.

“The new Valleywise Health brand is the foundation of every communication and experience. Our team was thrilled to develop a brand that comes to life across the entire patient journey,” said Lisa Kane, Group Strategy Director of Siegel+Gale. “The new brand ushers in the next chapter for this important public teaching health system, as it fulfills its long-standing commitment to caring while reimagining the health system for the future.”

“Our new brand eloquently conveys our compassion for our patients and communicates our expanding role as the area’s only public teaching health system,” said Valleywise Health President and CEO Steve Purves.

Molly Muldoon
PR Director, Siegel+Gale
[email protected]