The Strategic Considerations Behind a Successful Rebrand

Drew Fennell, chief communications and experience officer, ChristianaCare

Rebranding a large health system is a complex undertaking that is more than a marketing and design challenge; it requires a thoughtful, strategic approach to be successful.

ChristianaCare, the largest health care provider in Delaware, unveiled its new brand identity in October 2019, after an 18-month planning process with its agency, Wax Custom Communications.

The result? A transformation from top to bottom: a name change, a new logo, fresh imagery, and new messaging reflecting the organization’s commitment to serving the community.

Most important, the new brand helped ChristianaCare’s caregivers and community connect and understand the organization in a new way.

“We’ve served our community for more than 130 years,” says Drew Fennell, chief communications and experience officer, ChristianaCare. “We began as a hospital, then grew into a health system. But today ChristianaCare is an organization that is changing the dynamic of health care, innovating, leveraging technology, and engaging with communities to make an impact on health in transformative new ways. This change to our brand has helped to create a fresh understanding of who we are within the diverse communities we serve.”

ChristianaCare is one of the country’s most dynamic health care organizations, centered on improving health outcomes, making high-quality care more accessible, and lowering health care costs. The health system includes an extensive network of outpatient services, home health care, urgent care centers, three hospitals (1,299 beds), a Level I trauma center and a Level III neonatal intensive care unit, a comprehensive stroke center, and regional centers of excellence in heart and vascular care, cancer care, and women’s health.

Learn more about the rebranding initiative and the factors that made it successful:

ChristianaCare’s Rebrand: A Labor of Love

Best regards,
Matt Humphrey
President