Case Study


ThedaCare operates 7 hospitals and 14 clinics and is one of Wisconsin's largest health systems. The Blake Project was selected to help the senior leadership team rethink their brand positioning and architecture in light of increased regional competition and help balance their national identity targeted at physicians with regional identity targeted at patients. We conducted customer research to identify reactions to different brand benefits, positions, naming conventions and architectures, identified the organizational entities and levels of service at which branding makes the most sense to customers, made specific recommendations based upon these insights, also identified new product/service areas that this health system could “own” in its customers’ minds.

We then helped them identify the most advantageous storylines and created a new visual identity.