Williamson Health
How do you give a hometown hospital a visual and structural facelift for the 21st century?
Previously "Williamson Medical Center", the Williamson Health system of health services underwent a massive year-long rebrand that launched in January 2023.
The organization's main location of service, Williamson County (the richest county in Tennessee), has a rapidly growing population and Williamson Medical Center understood the need for a new brand that accurately represented the many health services and locations they offered. This new brand and presence would help them capture the marketshare needed over the next 20 years – as they have Vanderbilt as a main competitor just 20 minute north.
They were more than just a hospital and needed their region and thousands of new neighbors to know.
Original logo (center) and brand architecture
After assessing the existing brand architecture, our strategy team got to work honing the identity of the new brand as well as pitching the new name for a parent brand "Williamson Health".
Williamson Health brand personality chart
After all brand strategy documents were completed and approved, it was my turn, as lead designer, to apply them to visual concepts.
Video reveal of final concept. See full brand launch video here
Out of all the concepts pitched (shown at bottom of page), the "cross" concept was selected by the client. The cross was designed to pay homage to their past identity while also telling the story of their multi-faceted identity in the space of healthcare.
The arrows from the logo can also be pulled to highlight locations and provide emphasis to copy.
This revamped cross was the best option for the client as its heavy homage to the previous brand increased board member buy-in. The cross was also quite favored in customer research studies.
Some of the launch deliverables. See the logo on an ambulance here
Proposed building signage
Building signage is expected to be applied to current properties and the west expansion property by the end of this year.
Final brand architecture
The new brand architecture shows a much clearer picture of the relationship between the parent brand, the medical center itself, the foundation, and its subsidiaries.
I worked closely with my creative director to construct and finalize the brand guidelines for this large entity. Click here to view Williamson Health's instagram to see how they're using the visual brand in the real world.
Some process documentation for this project
