Northwell Health
Meeting the current moment in healthcare with bold expression
Challenge
After a successful partnership with us in 2013, Northwell’s brand had helped them grow and lead the industry by rallying around innovation. That worked up until 2020 when healthcare, patients, and the world around us had changed. Northwell’s original positioning around innovation— transformative leadership driving the future of health—was disconnected from the everyday experiences of living healthy and being well, particularly during a pandemic. Additionally, Northwell’s communication strategy had strayed from its focus, which in turn resulted in disconnected messaging. It was time to sharpen their tools; to evolve to meet the moment by repositioning their brand to focus on the people they serve.
The Refresh
Brand Platform
Purpose
Positioning
Better health is a journey that’s most successful with a partner by your side, and all New Yorkers should experience the confidence and peace of mind that comes from getting world-class care wherever they are. We’re here to close the gaps and change the status quo—helping with needs from big to small for a healthier you and a healthier world.
Commitments
Closing the gaps
Whether we’re innovating to make it easier to access care, working to overcome health disparities, or helping you achieve your health and wellness goals, we’re making things better every day.
Connecting for more
By bringing together the most world-class providers, cutting-edge research and care options, we’re able to create care that works for the whole you.
Charting the course
As big thinkers, fast movers and groundbreakers, we’re leaders in action, navigating toward a healthier you and better health care—today and tomorrow.
Results
We empowered Northwell with the tools that they need to tell their story clearly, compellingly, and consistently. Northwell is now equipped with a new brand purpose, voice, and visual ID to inspire employees and patients. Equally if not more importantly, they are equipped with training and tools to realize it. Our brand training drummed up employee excitement by emphasizing the story of where the brand was and how it got to where it is. With a refreshed brand that shows what they stand for, Northwell is ready to lead the next era of health and care.
Our Brand Guidelines
Voice
For the brand to come alive, we needed to speak as fearlessly as our visual identity looked. We couldn’t drum up the enthusiasm we planned if we used the same sterile messaging that consumers were seeing at every other corner in healthcare. We called our new brand voice “the advocate”, someone who fights so that everyone receives great care.
OUR VOICE ROLE
THE ADVOCATE
– To be the Advocate New Yorkers need, we can’t just “think human” – we must be human.
– Our advocacy, communication and work must include everyone.
– As an Advocate, we need to call for action: on a societal, community and personal level.
Bringing the brand to life through environmental, print, and digital touch points
