Corewell Health Brand Development

Opportunity

When Michigan’s two largest healthcare systems merged to create the state’s largest employer, they needed a new, unified brand that 64,000 employees and over a million patients could all rally around.

Approach

We collaborated with senior leadership to shape a vision for the new system, aligning all key stakeholders on strategy and brand positioning. Together, we uncovered a mindset of resilient optimism that connects everybody at Corewell Health, from the boardroom to the operating room. This became the foundation for everything that followed—the development of a new brand identity, integrated campaigns, signage systems, and branded experiences that brought the mindset to life at every touchpoint.

From 900 buildings that needed new signage to office spaces that needed new life, we made sure the brand wasn’t just an advertising campaign — it’s a living, breathing experience that patients and team members can feel all around them.