Lahey Health Digital, Case study Welcome to Lahey Health & Personalized Care by Brand Union

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Welcome to Lahey Health & Personalized Care

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Industry Hospitals, Healthcare facilities & Medical Services, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Brand Union
Released January 2013

Credits & Description

NEW YORK – January 7, 2013 – The Brand Union (, the WPP-owned brand strategy and design consultancy, is the architect of a fresh new healthcare branding and advertising campaign launching Monday, January 7, for Lahey Health, a newly formed health care system outside the Boston area, resulting from the affiliation of Lahey Clinic Medical Center and Northeast Health System.

Given the competitive healthcare offerings in the Boston area, Lahey Health needed to stand out in a saturated market. The new work takes a modern slant to communicating the health system’s approach to care, featuring health-related imagery in a vibrant, modern and accessible way. The campaign encompasses print, TV, radio, OOH, direct mail, online banners. The imagery and messaging centers on the end benefit and experience – moving away from traditional health iconography (shields, crosses, etc.) by adopting a new logo (inspired by founder Dr. Frank Lahey’s actual signature). The ads are meant to present a friendly, approachable, inspiring tone.

“With this comprehensive branding reboot, we sought to create a visual identity that conveys the Lahey Health’s positioning in an engaging, differentiated and integrated way,” explained Wally Krantz, executive creative director for The Brand Union. “Our goal was to create a brand personality reflective of this health system’s passion for patient care that’s leading the charge for what’s next in healthcare.”

Lahey Health’s first :30 spot, entitled “Say Hello,” follows the journey of a little pill branded with the new Lahey Health logo as it rolls through different health icons/scenarios, such as a tongue depressor, bandage gauze, ID bracelet, stethoscope, and more. The action is all set against a vivid green background – signifying health and growth. It ends with a focus on what’s truly important for Lahey Health: you (the patient).