I help create meaningful brands by guiding people and organizations on the insights + strategy + implementation journey.


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AMITA Health

Finding human truth for a unified brand

bringing together two mission-driven organizations with a new name and unified health care system brand

Four Adventist Midwest Health hospitals and five Alexian Brothers Health System hospitals joined forces to create an integrated health care system to extend their reach and strengthen their position in the highly competitive Chicago health care market. Both leadership teams were deeply committed to the discovery process, revealing the connections associated with each brand, and translating human truths into powerful, emotionally resonant brand expressions and experiences.

Desired change

Gain a deep understanding of how patients and colleagues feel about the Alexian and Adventist brands

Develop a name and nomenclature system for the fusing of two legacy healthcare providers that is relevant and understandable in the market

Present the new entity as the healthcare partner for the community and the healthcare system for the future

MY CONTRIBUTIONS

Brand Research | Strategy | Positioning | Naming + Nomenclature System | Communications

The outcome

The new name, AMITA Health, informed by the research insights, translates to friendship (Italian), honesty and truth (Hebrew) and spiritual light and boundlessness (Hindi) 

A powerful, emotionally engaging and sustainable new brand that commits to relational transparency and engenders faith in a health system made up of people committed to inclusiveness and personal relationships

The brand expressions of AMITA Health clearly communicate an open, friendly and accessible environment, reducing anxiety in patients

Human stories and experiences are the focus of AMITA Health's digital and social presence


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HumanGood

Disrupting an industry

redefining the meaning of aging well for adults 55 and older

Four Adventist Midwest Health hospitals and five Alexian Brothers Health System hospitals joined forces to create an integrated health care system to extend their reach and strengthen their position in the highly competitive Chicago health care market. Both leadership teams were deeply committed to the discovery process, revealing the connections associated with each brand, and translating human truths into powerful, emotionally resonant brand expressions and experiences.

desired change

Develop and express a powerful, emotionally resonant and sustainable brand for the affiliation of two organizations – a new name, logo, brand identity system, and brand implementation

Articulate a brand strategy plan containing all the elements needed to build a credible, distinctive, simple, appealing and memorable brand

Define and articulate a brand story that is simple, relevant, meaningful and differentiated in the minds of constituents 

my contribution

Brand and Stakeholder Research | Strategy | Positioning | Naming + Nomenclature System | Communications

The outcome

The new name, HumanGood, a fitting representation of the aspiration to deliver enriched and engaged experiences with measurable life fulfillment

A brand promise of living well – to meaningfully impact lives by helping people feel useful, connected and stimulated as they age

A strategic brand platform that helps guide actions to reimagine existing experiences and develop more innovative products and services that deliver purposeful, engaged living

Brand expressions that help tell a unique story, with clarity of purpose, inspiration and energy internally and externally


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City of Highland Park

Providing brand clarity and personality

Building a City's brand foundation to tell their story of "Living with heart and leading with passion"

The City of Highland Park conducted extensive research and had strategic insights into how they should best position the City relative to other North Shore areas. The problem was that they were stuck when it came to translating those insights into a brand system and experience. A previous attempt had failed. The new brand communicates who they are and showcases the City in an authentic, clear and fun way.

desired change

Implement and manage the City's brand with the intent to retain, expand and attract businesses, customers and residents.

Bring together disparate groups to support the new City of Highland Park brand

Create opportunities, encourage business growth, and help build a vibrant community

my contribution

Brand Research | Strategy | Positioning | Communications

the outcome

The City's brand vision and promise were translated to all brand visual elements and expressed in the vernacular of the new brand's style, voice and tone to all stakeholder touchpoints

The brand execution strategy successfully aligned all of the City's assets, marketing activities and communications with the new City brand 

The City successfully used design and new branding elements to benefit residents, visitors and businesses


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be.group

Creating a name and a strategic brand platform

enabling the next generation of seniors to live everyday to its fullest

desired change

Create a new name, brand identity, and strategic brand roadmap that will empower the mission of providing older adults community and meaningful experiences

Change the perception of senior living communities among current and prospective residents 

Redefine what aging means in America

Meet the needs of the next generation of older adults

my contribution

Brand and Stakeholder Research | Strategy | Positioning | Naming + Nomenclature System | Communications

 

the outcome

A new name, be.group, and brand was launched to resounding success, despite the initial resistance to change among a contingent of residents.

Employees, community residents, prospective residents, and donors have embraced the name, brand and powerful communication platform. 

The be.group magazine, marketing/sales collateral, videos, and brand experience have authentically captured the spirit, passion, and voice of a dedicated group that has a differentiated and meaningful position in the senior living market.

 

 

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Ringling College of Art + Design

Expressing transformation

changing brand identity system and expressions to reflect transformation to a leading art and design college

Ringling had transformed itself from a little art school founded more than 75 years ago into one of the world’s leading art and design colleges. Its identity system was inappropriate, outdated and not indicative of the creativity the school helps foster or its status as a top tier educational institution.

desired change

Be inclusive and deeply understand the rational and emotional needs of all constituents – current students, faculty, staff, alumni, donors, recruiters, prospective employers, and future students 

Create a new identity and brand communication to unify Ringling’s visual presence and effectively communicate its unique qualities and creative soul

Reposition the college in the minds of prospective students

my contributions

Brand and Stakeholder Research | Strategy | Positioning | Naming + Nomenclature System | Communications

the outcome

Research revealed that although Ringling "the institution" saw itself as "one" thing, it represents many things to its constituents, depending on a number of criteria

The new identity is built around the idea that Ringling offers both the constant foundation of an academic institution – a structured, stable, nurturing environment for learning – and unique personal experience brought to life through interaction with creative, eclectic, and energized people

Consisting of a constant made visible by a set of variables, the identity expresses the diversity of individual Ringling experiences by incorporating the 'visual voices" of students, faculty, staff, and alumni who provided vibrant expressions of Ringling's creative heart and soul


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New North

Creating a powerful regional brand

unifying 18 counties into a single, powerful economic development region

Northeast Wisconsin had hundreds of duplicated, ineffective economic development initiatives and little cooperation in the region. A few area chief executive officers knew that needed to change to compete in the global landscape. A new name, brand strategy, identity system, and a program to communicate the brand story were needed to unify and draw on the strength of the 18 counties.

desired change

Develop a regional brand that communicates to businesses and organizations inside and outside the area that Northeastern Wisconsin is a great place to live and work

Create a groundswell of support within the 18 counties by presenting a confident and credible message to businesses, academia and government

Retain and attract business and talent

my contributions

Brand and Stakeholder Research | Strategy | Positioning | Naming | Communications

the outcome

Through rich insights and strategic planning “The New North” was born as the brand to drive economic development in the region using the tagline “North of what you expect.”

Widespread enthusiasm for the New North program generated nearly $10 million in investment through a private equity limited partnership within 30 days of launch. 

Wisconsin Governor Jim Doyle said “It’s amazing what you have accomplished here. You have brought together people from government, business, education, and nonprofits into the same room. And look where you are now. In other places across Wisconsin, you can’t even get the people into the same room, let alone sit down at the table and make these things happen.”