Beth Israel Deaconess Medical Center
New Brand Identity
One of Harvard Medical’s brightest stars yet easily overshadowed by MGH and the Brigham. The challenge was to define a new, highly distinct identity that resonated with its rich history yet illuminated the pioneering work of its unfolding future. The new brand platform leveraged stunning unique strengths hidden in noble prize winning pockets of the organization. The new identity projected a true superiority that was distinct to BIDMC, enabling it to break apart from its prominent Harvard neighbors and claim a valued position on the national health care stage.