Summa Health System rebranding
Akron City Hospital and St. Thomas hospitals merged and rebranded itself as Summa Health Systems. There was confusion and a decline in the understanding and awareness about who Summa was in association with the two hospitals. Correcting this situation required repositioning and reaffirming Summa as the community's partner in good health.
The art of branding.
By creating visual acuity around nine of Summa's care centers of excellence, a new brand awareness was carefully created. Distinctive works of art were commisioned for each healthcare specialty and a color pallet was associated with the identity of each group as well. Your Partner In Good Health became the theme that tied the brand messaging together and dramatically increased brand recognition.
• Brand Awareness sharply rose from 39% to 52%
• Correct association of two hospitals rose 9%
• Ad awareness was 25% greater than the competition.
• Summa messaging held a 60% awareness two years later
