Client Success Story
Helping AdventHealth launch a new unified brand voice
Team leadership
Copywriting and branding
“We embarked on this transformation because we wanted to be a truly consumer-focused organization. Adopting one unified brand across the system was an essential element to achieving that goal.”
Terry Shaw
About AdventHealth
AdventHealth is one of the largest health care providers in the United States, with more than 83,000 skilled and compassionate caregivers working in physician practices, hospitals, outpatient clinics, skilled nursing facilities, home health agencies and hospice centers across the country.
highlights
Challenge
- Unite 50-plus hospitals in 11 states, each with different branding, under one new, unified brand
- No content strategy for sunsetting legacy brands
- Multiple external writers and vendors to manage — and multiple internal stakeholders to appease
Solution
- Create and (sometimes ruthlessly) enforce a style guide for ensuring all messaging reflects new brand voice
- Develop transitionary strategy for sunsetting brands
- Oversee the work of internal writers and outside contractors throughout the 18-month project
Results
- Created unified and customer-centric identity for more than 300 digital properties
- Developed wayfinding content to guide consumers through the rebranding
- Ensured all information was written from a consumer’s point of view, helping patients feel understood and empowered throughout the health care journey
“It's an absolute honor to recommend Helen Anne as a creative director and copywriter. I worked alongside Helen Anne for more than a year building and writing a new (and very large) network of brand websites. She gracefully researched, wrote and reviewed others' work for thousands of pages. Resourceful, reliable, optimistic are a few words that come to mind when I think of Helen Anne.”
Sarah Suits
- The Challenge
Create a new, unified, customer-centric brand for 50-plus hospitals in 11 states
The AdventHealth team spent years planning for its national rebrand from Adventist Health System to AdventHealth.
But the brand transition was not without its complexities. There were more than 300 digital properties for 51 hospital campuses and hundreds of care sites that needed to be rebranded and rewritten.
AdventHealth was also sunsetting multiple legacy brands that were cornerstones of their respective communities. The healthcare system had to develop a strategy for helping consumers understand and navigate the new brand.
All of the new copy had to be approved by a team of internal stakeholders, each of whom had their own unique vision for the new brand.
- The Solution
Find a team that can bring the new brand to life.
AdventHealth partnered with 22squared, a media company based in Atlanta and Tampa, to execute the new brand.
22squared hired a network of external vendors, contractors and consultants to help them bring the brand to life, including Helen Anne Travis. Helen Anne quickly rose from freelance copywriter to Contract Associate Creative Director thanks to her ability to understand the brand’s new voice and vision.
To help guide the external writing team, she developed and (sometimes ruthlessly) enforced a style guide for the rebranding. She also incorporated the evolving feedback from multiple stakeholders to ensure every page of more than 300 digital properties reflected the AdventHealth team’s vision.
Throughout the 18-month project, Helen Anne represented 22squared on multiple client calls and in-person meetings.
Mindy Adams
SVP/Executive Creative Director 22squared
“Helen Anne immerses herself so deeply in a brand’s foundation and voice, she becomes fluent quickly. She always showed up with thoughtful questions, a deliberate approach and one of the sunniest attitudes I’ve ever encountered. Beyond working well with team members, Helen Anne writes beautifully engaging copy. From tight and crisp to compelling and moving, she can craft it all with ease and grace.”
- The Results
A new, consumer-focused brand for one of the county’s largest healthcare providers
AdventHealth’s new brand is more than a name change. It marks a culture shift that places consumers at the forefront of care.
What was once dozens of independent hospital brands is now one distinct identity. This makes it easier for consumers to distinguish AdventHealth’s locations and services across the healthcare system’s expansive network.
Terry Shaw
CEO AdventHealth “One of the hardest things about health care is that people have difficulty navigating the system to get the care they need, which leads to gaps in care. Now, when a person goes from one stage of care to another in our network, they know that they are transitioning in a connected system!”
Work With Helen Anne
Do you hear that? That’s the sound of things getting done.
No more stress
No more bottlenecks
No more micromanaging
Just great content, copy and branding.
