Summit Health

Intent

To create a unified brand that redefines what patients expect from healthcare, by putting expertise, compassion, and connection at its core.

An identity to capture the transformative potential of the merger for millions of future patients.

The challenge

Following the merger of Summit Medical Group and CityMD, the new organization sought a brand that captures the transformative potential of their union for millions of future patients. We set out to create a new brand for their connected company — one that precisely and powerfully expresses a more complete, human-centered approach to care.

The idea

In a fragmented healthcare landscape, we positioned the merger of two industry-leading healthcare systems as an opportunity for more connection. The message: More expertise, more compassion, and more coordination, all working together for better outcomes. We developed an end-to-end brand program that showcases the power of connection to inspire a more complete kind of care — one that’s simpler, more personal, and more beneficial to now and future patients.

The brand grew from just 300 to 2,800 physicians and medical practitioners.

The impact

Integrating 13 acquisitions, including the milestone merger of CityMD, the new brand helped facilitate Summit Health’s footprint expansion from nearly 70 locations and 300 physicians to over 370 outpatient settings and 2,800 physicians and medical practitioners. And in November of 2022, Summit Health was sold to VillageMD for $8.9 billion.