Unlocking Value Through a Public Health System Rebranding
New York City Health & Hospitals
New York City Health & Hospitals is the largest municipal healthcare system in the country, with 70+ patient care locations. While it’s track record is that of an innovative leader and excellent provider of a wide range of healthcare services, the power of the organization’s corporate brand was lost on internal and external audiences. Trajectory was engaged to jumpstart the organization’s rebranding process.
Create a new Health + Hospitals organization brand that is greater than the sum of its parts, drives all offerings and conveys an evolved promise of empowering all New Yorkers to live their healthiest lives. Note: while implementation was handled by internal teams, all of Trajectory’s strategic and creative work served as the basis for final outcomes.
- Leadership Briefings & Interviews
- Brand Architecture & Messaging
- System-Wide Patient Focus Groups
- Naming & Logo
- Leadership Strategy Buy-In
Brand World Brands
Establish the look and feel for the new brand by exploring parameters for color, style, type and imagery.