Assignment: Southern Illinois Healthcare is a medical system that provides care to the communities of Southern Illinois. As their system has grown, they wanted to rebrand themselves to tell the story of why they are uniquely valuable, so they can more deeply connect their people to the people they serve. Through a refreshed visual identity, they wanted to unite the entire SIH team and elevate it in the Southern Illinois market in ways that help reduce perceptions that patients need to leave the area to receive the best care.
Approach: As a team of expert healthcare professionals, SIH is well-connected, compassionate and puts people first in everything they do to solve their very real problems. Together, they create positive patient experiences by delivering modern medical care to Southern Illinois. In this health system’s new brandmark, a figure represents SIH experts who care. Comprehensive services and community impact are the arms of this care. They enable them to apply advanced knowledge by simultaneously cradling and reaching out to the community, transforming patients through lifelong, compassionate healing.
Results: Since launch, the visual identity has been used to unite the ever-growing network, inclusive of three hospitals, a cancer center and more than 30 outpatient and specialty clinics. Leaders have expressed how the new identity is much more than a design change; that the unveiling of the logo is a reaffirmation of the SIH mission to serve patients. And under this guiding force, employees and the communities in which they serve have rallied around the new SIH identity and its representation of quality patient care. Employees have even begun referring to the logo as “the hug.”