For years, Nebraska Orthopaedic Hospital and OrthoWest, both located in Omaha pursued similar goals. Each strived to offer leadership and an outstanding patient experience for a range of musculoskeletal needs. Nebraska Orthopaedic Hospital is the region’s first dedicated orthopaedic hospital, while OrthoWest is the largest orthopaedic and musculoskeletal practice in the state. As their partnership grew, so did confusion in the marketplace. To help create a more seamless patient experience, the two organizations made the decision to rebrand as OrthoNebraska. Working together, the two entities strengthen their partnership and become a destination for comprehensive musculoskeletal care. DAAKE was asked to provide guidance through the rebranding process, create the name and brand identity elements.
The OrthoNebraska logo is representative of a journey—three distinct medical departments across two entities coming together to deliver the highest level of care across the musculoskeletal spectrum. The color palette is vibrant and optimistic; and the circular motion creates a sense of forward movement, which supports the brand promise of "Journey On."
The new brand was unveiled to employees at a launch event and continues to aid in the unification of two organizations.