LBBonline Feature: Building a Brand Platform for Summit Health

NewsJul 11, 2021
  • New York 04:30 AM
  • London 09:30 AM
  • Singapore 04:30 PM

We recently created a comprehensive brand platform for the holding company, Summit Health, formed by the merger of CITYMD and Summit Medical Group. In our latest LBBonline – Little Black Book article, our NY ECD, Meg Beckum, highlights how we partnered with the Summit Health team, the goals of the rebrand, the ideation process and […]

We recently created a comprehensive brand platform for the holding company, Summit Health, formed by the merger of CITYMD and Summit Medical Group. In our latest LBBonline – Little Black Book article, our NY ECD, Meg Beckum, highlights how we partnered with the Summit Health team, the goals of the rebrand, the ideation process and the inspiration behind the design.

Read an excerpt of the article below:

We created a comprehensive brand platform for the holding company formed by the merger of Summit Medical Group and CityMD. We named the new organisation Summit Health and built a go to market branding platform encompassing all elements of the combined organisation that positions the 8,000-person organisation as the healthcare company of the future, focused on delivering connected care throughout a patient’s journey. All elements of how a patient experiences the Summit brand were reimagined with the goal of creating a seamless healthcare experience –  from the logo, the colours, the signage in the offices, to the look and feel of the website and app. The design was orchestrated to provide an easy to navigate process for patients, staff and providers linking care across offices and specialties.

The merger of Summit Medical Group, a growing New Jersey health network, with CityMD, a leading urban network of urgent care practices, led to the need for a new brand identity for the resulting holding company – Summit Health. The new branding system needed to assure patients that with two large healthcare systems coming together, they would receive an even higher quality of healthcare, enabled by a connected network that works fluidly and seamlessly.

THE CHALLENGE:

Complexity is a common theme in the healthcare marketplace and our challenge was to reassure patients that even though the network was getting bigger, the patient would not get lost. Elmwood decided to flip the narrative and turn a potentially challenging proposition, that the network would become more complex, into a positive: that the new network was going to be more comprehensive and the standard of care better, because everyone will be working in sync with each other.

To build a future-focused brand we asked, how do you communicate the breadth and comprehensiveness of Summit’s offering in a simple, more human expression?

Full article:
https://www.lbbonline.com/news/problem-solved-building-a-brand-platform-for-a-newly-merged-health-holding-company