Sparrow, a growing health system in Lansing, Michigan, was beginning an aggressive 10-year strategic plan to dominate mid-Michigan. After numerous strategic acquisitions, the Sparrow brand was a portfolio of disparate hospital names, identities, and employee cultures. Remedy helped Sparrow create a unified brand that drove consecutive years of record-setting growth.
Our work together began with extensive ethnographic and secondary research. This helped inform the development of a positioning strategy Sparrow could uniquely own.
The time had come to simplify Sparrow’s self-proclaimed ‘logo soup’ into a new brand identity and architecture. The result is an elegant, yet strong solution that’s easy for employees and consumers to understand and recognize.
To set the tone for a lasting culture change our internal engagement campaign included big-impact ideas like large-scale wall graphics and a dedicated microsite with information about the new brand and tools to help managers introduce it to staff.
The new brand was debuted with a comprehensive consumer campaign and website. Service line efforts followed, focusing on cardiology, Sparrow’s early entrée into the Mayo Clinic Care Network, and stroke awareness.
The work has generated results from across numerous dimensions, from increases in consumer preference and reputation to best-practice recognition by the Healthcare Advisory Board.