Yale New Haven was always one of the most recognized names in healthcare. Now they were ready for a rebranding to tell the world that Yale New Haven was no longer just a hospital, but an entire health system encompassing seven hospitals and hundreds of physician practices.

An optimistic outlook.

We began with the premise that Yale New Haven is one of the few heath systems in the country that’s not just treating patients, but pioneering treatments other systems rely on. From that premise, we developed the personality of a system so confident that its sense of optimism permeates through to the patient’s own outlook on life.

Ingenuity brings it together.

A unifying, system-wide campaign featured a high-energy music track. We overlaid it with images of confident caregivers along with everyday people experiencing life like they’ve never experienced it before.