In 2018, South Carolina was ranked by WalletHub Reports as the eighth worst state for health care. Amidst a rapidly changing landscape, two health systems—Greenville Health System and Palmetto Health—joined forces, to tackle health care for one of the most challenging regions in the country.
Yet, the hardest challenges were still to come: The community wanted more involvement in shaping their future and not everyone was excited by the changes the future would bring.
Greenville and Palmetto had a choice. They could do what mergers typically do, battling it out resource by resource. Or approach this with a new perspective and as an opportunity to do something different.
As we helped pave the path forward, the conversation continually came back to doing right by the community, which meant doing right by South Carolina. The team realized that anything less than going all in would be the equivalent of leaving opportunity on the table and would fall short of the premise for coming together in the first place. The team decided that only together, could they decide what would be built and what would be abandoned.
Instead of the process being done in isolation and behind closed doors, we facilitated strategic conversations that were extremely transparent and included interviews with internal and external stakeholders–from doctors and health system staff to community members–which informed the expression of the brand. Yet, by having tough conversations with all stakeholders and even state legislators, the team knew each community would emerge stronger than ever.
Prisma Health was born of the belief of coming together to do what’s never been done before, in order to create a hopeful future for health care in South Carolina. This dedication and unity for the greater good, carried over into the community at large and the mindset of us versus them quickly dissipated. Caregivers and administration alike came together to not only ask “what if?” but to act in unison.
The visual identity and brand assets represented this new direction, taking inspiration from how light refraction can shift perception. Radiating a new energy of possibility, with a spectrum of colors that represents the community they serve, Prisma Health stands out from the rest of the category.
In less than a year we not only helped define a new health company but were able to get a diverse group of stakeholders, from both communities, on board. United under a new name, mission, brand architecture, logo and design system, a new model for partnership and branding had been defined.
Choosing to not view things as they’ve been done before, but instead see the challenge with a different perspective, Prisma Health is slated to redefine the model for delivering better care. As it sets its sights on adding the next affiliate, everyone involved is united by the belief that together, we truly can go further.