Washington Health (Rebrand)

lowercase productions, with Shannon Leigh Associates, led the renaming and rebranding of Washington Hospital Healthcare System during a time when the organization was engaged in a process of modernization, expansion, alliance-building, and outreach to an increasingly diverse community. The process was highly collaborative, filled with extensive user research, meetings, surveys, discussions, and analysis. The research led to the renaming of the organization from "Washington Hospital Healthcare System" to “Washington Health,” signaling the creation of a parent brand over the entire healthcare system along with a focus on the themes of "care" and "community." The resulting brand mark incorporates abstract, diverse, curved shapes that form a circle representing support for individual and community health. lcp assisted in the development of an implementation plan that culminated in a highly coordinated brand rollout across all key brand touchpoints.