Intermountain Health

The Situation

Intermountain Healthcare was under ambitious new leadership who wanted the brand to lead the nation into a new era of healthcare delivery. However, their employees were feeling left behind - not all were on board with the changes required. In addition, the brand was perceived as cold and “corporate” which did not align with how Intermountain saw itself.

The Approach

In this post-pandemic era, we homed in on caregiver needs. Burnt out, undervalued, grieving, these people were the brand ambassadors of whatever strategy we created. We needed them onboard. We also spoke to consumers who wanted more support, empathy, connection, and guidance from their healthcare providers. Together with leadership’s plans, we saw key areas of common ground.

Solution

A new brand idea and bold visual identity signaled a sea change for the brand, shifting the experience from Intermountain as a traditional and impersonal brand to Intermountain as a partner - viewing health as a lifelong journey and Intermountain with you at every step.