How do we create a strong parent brand that supports and contributes to the vision and strategy of its sub-brands?
CommonSpirit is the parent organization created as a result of the merger of two large regional health care providers: Dignity Health and CHI Health. It became the third-largest healthcare provider overnight and needed an umbrella identity for the two organizations to live under. There was a desire for this corporate brand to reflect, not replace, the two existing consumer-facing identities. Essentially, a request for the DNA of the children to create a new parent.
Reverse engineer the identity traits of the two existing brands and gene-spliced them into a new look. One of the mandates by a governing council of the clergy was that it had to include a cross—but not feel too religious and not feel expected in the medical marketplace which is typically a sea of blue and green.
We also found it critically important to solidify CommonSpirit’s brand architecture. Given the number of brands within and including CSH, it was important that their brand architecture strategy ensured: 1. Clarity 2. Alignment 3. Efficacy
We chose to adopt a House of Brands strategy which is often employed when there is a certain level of brand loyalty to an established, pre-existing secondary or sub-brand that the parent company doesn't want to disturb. For CommonSpirit Health, this meant protecting the existing brand equities they had within key markets, regions, and cities with the least amount of disruption.
We created a visual identity that was light, delicate, and airy. The new design drove connection with consumers, extended CommonSpirit’s brand, and inspired choice of their healthcare offerings by consumers.
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