Ochsner Health System

The Ochsner Clinic Foundation was the market-leading health provider of the Gulf South prior to Hurricane Katrina – and also one of the most fragmented. With over 50 differently named offerings, each with its own services and local approach, Ochsner lacked a consistent and cohesive brand identity.

To increase the relevance of the brand image of the organization, we developed a brand identity platform, including a new brand architecture and nomenclature system. Ochsner Clinic Foundation became the Ochsner Health System. The platform showcased the core offering while emphasizing Ochsner's unique ability to provide complete healthcare solutions across the Gulf South.

The promise of "Healthcare with peace of mind" – which was the new tagline we developed – was backed by a unifying visual system that tied all of the Ochsner divisions together. The iconic "Lifemark" associated with the logo became a powerful symbol reflective of the tagline – a vibrant, healthy patient who had peace of mind.

All Ochsner divisions were engaged through internal communications and marketing programs, and brand ambassadors were used at multiple locations to increase organizational buy-in and implementation. A comprehensive brand book was developed for a complete guidance on standards and applications, including marketing materials, Web sites, uniforms, signage, and vehicles.

The new identity was cited for creating a stronger emotional connection to Ochsner's patients and for better recognizing its unique coordinated system of care.