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Endeavor Health

Creating a new health brand and a new standard for care

  • Design
  • |
  • Strategy

The challenge

In 2021, four major health systems merged to become the third-largest healthcare system in Illinois.

 

Over the following 18 months, we created a meaningful and forward-looking brand for this new entity – uniting internal teams, communities, and leadership.

 

The result: a brand that signals – and delivers – a different kind of healthcare in the competitive Chicago market.

Creating one of the largest health systems in America:

Service population 4.2M
Hospitals 9
Sites of care 300+

Decode

To design a durable brand, we needed to understand how healthcare is evolving, and who it needs to serve. We analyzed disruptive categories like hospitality and fintech, and conducted patient listening sessions to understand emergent factors and expectations in care and service. We held focus groups with clinicians and administrators to understand their hospitals’ legacies and differentiators. We decoded one unmet need in the Chicagoland market that only this new system could fulfill: Healthcare that doesn’t force patients to choose between empathy and expertise.

Recode

We got to work building the new brand around this opportunity, in partnership with a diverse group of hospital leaders and system stakeholders. We aligned around shared collaboration principles, then facilitated a series of alignment workshops to co-create the brand’s foundation. Our mission preserved a shared commitment to care across the four systems, and our vision positioned the brand to compete against emerging challengers.

Naming was central to the new brand – and a complex decision. To evaluate whether to carry over a legacy health system name or create an entirely new one, we polled community members, analyzed competitors, and scenario-planned the investment required to build brand equity around our choice. Leadership unanimously agreed on Endeavor Health: a name that demonstrates a commitment to constant improvement.

We developed a brand and visual system that eschews sterile healthcare tropes and celebrates the future of flourishing: equal parts joyful, modern, and inspiring.

As a parent brand, Endeavor Health had to seamlessly work across a complex operating environment. We created an architecture that elevated the Endeavor Health brand while maintaining the equities of individual hospitals, affiliated universities, and specialized regional care centers. Through partnership with implementation teams, we applied brand architecture to physical spaces to ensure clarity, ease of wayfinding, and an improved patient experience.

Transform

We successfully united four distinct organizations under one banner – on time and on budget. In an internal survey, 150 system leaders unanimously agreed that the new brand captured the strengths of the merged organization and built confidence for the future.

The new brand has launched across all marketing touchpoints: a new website, campaigns, clinic wayfinding, sponsorships – and even been featured as a key Chicago location in HBO’s The Bear. We’re continuing to partner with Endeavor Health to further embed the brand – including developing the system’s distinct POV on health innovation.

Since creating Endeavor Health:
Earned media impressions (launch) 1.9M
Employees engaged 27,000
Social impressions (launch) 4.2M
Sites of care rebranded  300+
Anne Martino
Chief Marketing Officer
Endeavor Health
TRIPTK’s dedication and innovative ideas have truly set the stage for our success.”
When we came together with TRIPTK, we knew that we were building something new, bold and exciting. I have deep gratitude for the collaborative spirit and creativity that TRIPTK has contributed to our new brand.”