Visual Identity & Expression
While community ties are strong, Emerson Health grew to have the reputation of being the second choice, local hospital, while larger health systems like Brigham Health and Massachusetts General Hospital established prominence in the Boston area. Overtime, patients and talent began to view the big city health systems as their first choice, particularly for patients with more complex care needs and talent who want to bolster their careers.
To help Emerson Health re-establish itself as a high-quality health system for every health need, simple or complex, that provides more personal and accessible care to those who live and work in the Concord community.
We started to do this with a name change, from “Emerson Hospital” to “Emerson Health” in order to speak to their depth and breadth of expertise, established centers of excellence and their affiliations with Massachusetts General Hospital and Brigham and Women’s Hospital. In addition, we developed an SMI that spoke to both their proven expertise and dedication to their community. Finally, we brought the new name and SMI to life with a new visual and verbal identity that spoke to their vision while also creating differentiation from other health systems in their region.
Role - Creative Director
Designer - Alex Michalko