GeigerBevolo helps launch new brand, Allegiance Health
Wednesday, August 27th, 2008On June 20, Foote Health System of Jackson, Mich., became Allegiance Health. Behind the scenes, GeigerBevolo worked extensively with the organization to develop this new brand identity.
GeigerBevolo began name exploration and logo development more than a year ago, in anticipation of the organization’s 90th anniversary. GeigerBevolo also helped develop a brand hierarchy and nomenclature system that emphasized simplicity and a patient-perspective across the system’s many facility sites, clinics and services.
A locally owned and locally governed health system, Allegiance Health serves the south central Michigan region near Lansing. Its 411-bed system features a full range of inpatient and outpatient services, state-of-the-art surgery facilities, a 20-bed Heart Center, an outpatient surgery center for same-day procedures, a new hospice residence and recently renovated Emergency Department.
To ensure consist application of the organization’s new name and identity, GeigerBevolo helped create an online guide for brand standards. The healthcare branding firm also designed many of Allegiance Health’s communications elements such as stationery, brochures, newsletters, vehicle graphics, building signage and a new Web site.
Special care was given to announcing the new brand identity to the community. A teaser and reveal campaign was used to help build excitement for both internal and external audiences, followed by a public campaign paying tribute to the heritage of the organization. Campaign components included television, print and radio advertising, a video program, a community benefit report, and more. To view the new Web site and video, please visit www.allegiancehealth.org.