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Branding For A Higher Purpose

Cleveland’s Twist Creative renames and rebrands the Sisters of Charity Health System

CLEVELAND (September 17, 2007) - Cleveland-based Twist Creative takes a break from commercial-based branding to take on a faith-based health and human services leader - the Sisters of Charity of St. Augustine Health System. The tactical design agency, based in Cleveland's historic Ohio City, gives the 156 year-old organization a new name - Sisters of Charity Health System - and moniker that captures the true essence of the faith-based healthcare system and its many outreach programs; accompanying the light radiating cross and name is the subtitle: A Ministry of the Sisters of Charity of St. Augustine.

“This image enhancement initiative was a part of our strategic agenda,” says Heather Stoll, assistant vice president, programs and public policy, Sisters of Charity Health System. Rebranding was the result of a communications audit and much market research that revealed the organization held low awareness among external audiences. “Our name and identity was one aspect to communicating who we were and our mission,” she adds.

In 2006, the organization issued an RFP; Twist Creative responded and was hired for the job. A brand summit ensued, followed by the development of a position statement. By April 2007, organization had a new 'mark' in place.

“This was not your ordinary branding strategy,” says President and Creative Director Michael Ozan. Twist was tasked with positioning the Sisters of Charity Health System as a viable and leading health and human services system in the U.S. In Northeast Ohio and South Carolina, the organization encapsulates five hospitals, two geriatric residential facilities, direct services in health, housing, education, and grantmaking foundations with significant community initiatives that address root causes of poverty with total assets exceeding $1 billion.

Traditional branding is the extraction of the organization's true essence, “and then communicating it to stakeholders at a glance,” says Michael. For the Sisters of Charity Health System, Twist was forced to consider not tangibles, but the 'spirit' of the organization and its Sisters who continue to uphold its mission to heal the underserved.

“Great brands transcend the market,” says Design Director Connie Ozan. For the Sisters of Charity Health System, a cross was designed with light radiating from its center. “A beacon of light and hope,” says Connie. “When you see it, it says ”this is a safe place where I can receive healing“.”

“We're continuing to telling our story,” says Heather, “with a new identity that captures the Sisters' Catholic heritage and our ongoing mission.”

The foundation of the collateral campaign revolves around “A True Devotion to Healing” - created in cooperation with another Cleveland creative team, Point-to-Point Communications. “This is the organization's point of differentiation in care,” says Michael. “The Sisters of Charity Health System heals all of God's people... anyone in need, whether it's physical, spiritual, emotional or material.”

Produced entirely by Twist, collateral encompasses materials for both internal and external audiences; internally, Twist unveiled the new identity via video, while externally the firm will rely on brochures, direct mail pieces and ads. Ad messaging reinforces the organization's mission and its endless services; “For I was ill and you cared for me” is one being used in local ads running in the organization's hospital markets.

With the new identity package and position in place, the Sisters of Charity Health System are reaching out to key community leaders and government officials “in the hopes of mobilizing efforts,” says Heather, “to continue to serve those in need.”