| Bon Secours St. Francis Foundation
2009 REBRAND 100 Winners > merit
Industry/Sector: Associations/Foundations
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - The St. Francis Foundation raises money for the Bon Secours St. Francis Hospital. They maintain relationships in the community with doctors, donors, patients and civic leaders.
Challenge - The Foundation’s visibility within the community was limited and skewed, and their identity was defined as cold and clinical. St. Francis Foundation is also trying to bridge a gap between the donor base and a new crop of volunteers and givers.
Strategy - Update the identity of the St. Francis Foundation by focusing on the words “comfort,” “hope,” “joy” and “possibilities.” St. Francis Foundation also focused on telling the stories of the doctors and nurses, and of all the good the hospital and foundation do within the community, instead of talking about donations and money.
Result - The new identity just feels right. Employees feel as though all the brochures and mailings and events now give a better sense of who they are. The level of giving this year is higher than ever, and the new identity lets them build momentum on the basis of emotional and personal connections that had previously been lacking. Doctors, families of doctors, patients, hospital employees and donors have all responded with excited praise.
Credits:
Client: Bon Secours St. Francis Foundation - www.stfrancisfoundation.com
Brand Strategists/Designers Brains on Fire - www.brainsonfire.com
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