After more than a century serving Sunset Park Brooklyn, Lutheran Health Care had grown from a faith-based hospital into a comprehensive lifetime health care delivery system with community health centers throughout southwest Brooklyn. The growth was largely through the merger of separate provider organizations. It was time for a new brand image. It needed a simplified nomenclature and unifying brand identity to communicate the transformation and the continuity of care offered.
An Ernst and Young strategic plan commissioned by the hospital had identified several key issues: 1) There was an institutional need to integrate into a comprehensive system; 2) All the necessary parts now existed within the organization; 3) but those parts operated and represented themselves largely as separate entities.
These factors contributed to perception issues in the community that drove a percentage of consumers to hospitals in Manhattan and Staten Island.
Then, after searching for about a decade for a new president, the system finally hired Wendy Goldstein as President and entered a new era of leadership. A re-branding was launched.
The name was changed to Lutheran Health Care from Lutheran Medical Center and a new logo and type treatments were developed. In addition, a distinctive graphic device of a long banded vertical gradient was introduced to represent the evolution of the institution, the continuity of lifetime care it offered, and the communities it served for more than a century. These communities, primarily Sunset Park, Bay Ridge, and Park Slope, comprised a dynamic, multi-ethnic, multi-lingual, multi-cultural catchment of families, many of which were transitioning over generations from immigrants to first and second generation Americans and beyond. The new look & feel was then iterated consistently and systematically across multiple touchpoints. These included environmental (signage and wayfinding), vehicles, stationery, literature, and advertising, etc.
Project: Lutheran Healthcare Branding
Client: Lutheran Health Care, Wendy Goldstein, President; Robert Walsh, VP Community Relations; Nancy Tutolo, Marketing Director
Brand: Lutheran Health Care
Category: Hospitals, Branding
Role: Creative Director, Principal
Skills: Branding, Design, Project Management, Strategy, Planning, Account Management
Software: Adobe Photoshop , Adobe InDesign, Adobe Illustrator, Microsoft Project, Microsoft Excel, Clients & Profits
Description: Branding design and execution for Lutheran Health Care system, consisting of a 500 bed level 1 medical center and community health center network, etc.