Orlando Health is one of Florida’s most comprehensive private, not-for-profit healthcare networks. Following a national agency search, Trajectory was engaged by (what was named at the time) Orlando Regional HealthCare and its senior leadership to initially rebrand the organization. Our goal was to align their nine hospitals and 13,000 team members to better compete in the organization’s highly competitive and fast growing Central Florida trading areas.
Trajectory’s work included initial internal and external research, brand foundation, portfolio strategy and naming (beginning with name change to Orlando Health and extending across all facilities and service lines), update of all design and collateral elements (starting with new organization and hospital logos) and then transformational organization-wide relaunch. Following the re-branding, we developed the first of many (award-winning) integrated healthcare marketing campaigns to strengthen the connection of the Orlando Health family to those of Central Florida.