Trajectory’s healthcare rebranding and marketing of this 140+ year-old organization aligns it with its strategic plan and industry direction. Important to the outcome of the assignment were important insights we learned from our extensive research both inside the organization and in its primary and secondary service areas.
Key deliverables included a forward-looking brand platform, evolved organization name from The Reading Hospital to Reading Health System to provide a strong foundation upon which to build into the future and a new aspirational tagline Advancing Health. Transforming Lives – which embodies what the organization believes in and where it’s headed. Other deliverables included brand hierarchy, top-to-bottom naming and nomenclature, brand design (logo, collateral, website, signage, etc.), internal launch and implementation. We followed this with an external marketing campaign across television, print, outdoor, web and mobile. Over the course of the next 9-12 months, we continue to work side-by-side with our client to unite the organization to deliver on its new brand promises.