To position Paladar as darling of lifestyle centers everywhere we needed to not only provide great look and feel we needed to craft guidelines for a new hospitality experience. Experience: …
Sisters of Charity Health System
CHALLENGE
How do you make faith-based Catholic healthcare relevant in a technology-based society? That was the question we asked ourselves as we began to work on building a new brand for the 156-year-old
Sisters of Charity Health System. In an industry that is dominated by a business-centered approach to healthcare, how could a faith-based approach, based in a mandate to service above self,
become an important voice in
both the Cleveland and national
healthcare market?
both the Cleveland and national
healthcare market?
External perceptions weren’t the only challenge, for the Sisters of Charity of St. Augustine, healthcare is truly a ministry and
a mandate from God. The Health System needed more than just a dynamic identity, it needed a brand and positioning strategy that both embodied their legacy and inspired their health system as a whole to a greater
level service.
a mandate from God. The Health System needed more than just a dynamic identity, it needed a brand and positioning strategy that both embodied their legacy and inspired their health system as a whole to a greater
level service.
THE SOLUTION
We began in 2007 by renaming and repositioning the parent brand in order to initiate a movement via a system of visuals (logo, web, publications, advertising and messaging). Each deliverable positioned the Health System as a health and wellbeing provider that brings a true devotion to healing, a beacon of light and hope to all in need.
In 2008, TWIST was retained to apply the new corporate identity to their 5 hospitals, 3 foundations and 7 outreach ministries in the Cleveland, Canton and South Carolina markets. To ensure that each one was engaged and empowered through the new brand, we met with key stakeholders throughout the health system as part of a “conversation about the brand”. For each ministry, we dove into services and community perception. Where appropriate, TWIST created new positioning strategies, developed new identity packages (including full signage systems) and applied brand concepts to advertising for specific services and ministries.
THE RESULTS
The Sister’s of Charity Health System has reclaimed market share, improved donor relations, streamlined their advocacy efforts and created synergies amongst their operations in all three markets. The strong brand presence of the hospital has even influenced the Health System’s position of influence in the city. In major city health initiatives, Sister Judith Ann is now regularly at the table alongside the institutions of the Cleveland Clinic, University Hospitals and MetroHealth. Overall, the Sister of Charity Health System is lighting the way for what impactful, faith-based healthcare looks like in the 21st century.
PROJECTS INCLUDE
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Alliance for Water Future
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DentalWorks
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Downtown Cleveland Alliance
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Restaurant Week
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Ohio City
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BelVino
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Providence House
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SmartCase
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Husqvarna/Viking
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AGIS
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