"Reinventing healthcare, one patient at a time" became the creative expression for positioning Ellis Medicine as a leader in healthcare reform, and as a hospital system that was reinventing the way they cared for the community. The idea acknowledged Ellis's leadership role, while at the same time recognized the organization's patient-centered culture. As a rallying cry it has brought unity to Ellis Medicine’s diverse staff and helped set the brand apart in a noisy,“me-too” healthcare market.
An integral part of the identity included a color coded series for each of their core specialties. Heart2Heart = Cardiology, One2One = Oncology, Woman2Woman = Women’s Services, Head2Toe = Neurosciences and Minute2Minute = Emergency Services. The approachable brand palette and logos create an open dialogue between Ellis Medicine and the diverse community it serves that metaphorically speaks to their new brand promise.
Two themed graphic treatments were designed to augment marketing materials. Brand "Coils" represent invention, cutting edge technology and forward thinking approaches while the "Leaf Motifs" suggest a relaxed, caring and supportive environment.
The two graphic themes were incorporated throughout the campus interiors, designed to integrate wayfinding and brand identity.