A Look at the Florida Hospital Rebrand
When done well and with a clear, informed strategy, rebrands can fuel new growth for an established company. Whether this is the case with the recent Florida Hospital rebrand to AdventHealth is yet to be determined. In this post, we’ll take a look at the motivations behind Florida Hospital’s recent transition to AdventHealth as well as the roadmap they followed. We’ll also briefly cover our own opinions of the new AdventHealth logo.
Why Did Florida Hospital Rebrand?
Did you know that Florida Hospital is part of a network of 47 hospitals across nine states? Probably not, which highlights the biggest reason for the name change. The formerly disparate health care centers were operating under 30 different local brands despite all being part of the larger Adventist Health System. Bringing all locations under one name allowed the national healthcare provider to strengthen its brand reputation and raise broader brand awareness.
A Roadmap to Rebranding
The roadmap that Florida Hospital and other Adventist Health institutions followed to carry out its rebrand is technically ideal. It began with research, which forms the basis of any successful brand strategy. Then came the development of a brand promise. According to an interview with Modern Healthcare, it was this promise that made the organization realize they needed to focus on internal changes as well as external if they wanted the rebrand to be successful.
Once its 80,000 employees were on board with the rebrand, Florida Hospital deployed a transition campaign to connect the old name with the new name. Then, they initiated a bridge campaign to introduce the Feel Whole slogan as a social movement. While all of this was underway, the marketing team began replacing its signage and other physical assets (including 6,000 clocks!) with the new AdventHealth logo.
Logo Analysis
The new AdventHealth logo is reminiscent of our recent post about blanding; the sans-serif typeface and blue and green color palette are ubiquitous among healthcare brands. Given that one of the primary motivators behind the rebrand was to increase brand awareness, a distinctive logo should have been a high priority. The success of the multi-million-dollar campaign could rest on consumers’ abilities to distinguish between AdventHealth and other healthcare brands with visually similar logos. We’ll just have to wait and see to find out!
At Diace Designs, creating visually distinct brand identities—and backing them up with a solid brand strategy—is one of our specialties. If you’re considering a rebranding campaign for your company or organization, contact us for expert insight before you begin.
About Kara Franco
Kara writes copy that speaks. She has a knack for creating clear, compelling messages without wasting words. She is passionate about digital marketing and believes that copy is the cornerstone of user experience.
Copywriter + Content Strategist
Kara@diacedesigns.com
