Yale Medicine

Rebranding a distinguished medical institution for the future of medicine.

Yale Medicine was a multi year engagement at Adoptive in which we were tasked to no less redefine the organization and prepare it for the future of healthcare delivery. The organization was experiencing the growing pains of a decentralized infrastructure and needed to adopt a brand new perspective on its brand and mission.

The Brief

Interviews and research indicated a level of perplexity internally and externally in regards to how the institution was viewed and the quality of its healthcare delivery. There were inconsistent visuals and each department was operating independently. Online content and publishing protocols were not presenting the institution consistently nor in the best light. Essentially, the organization had grown organically with no clear mission.

The Approach

A master brand structure was needed to address the visual and messaging inconsistencies throughout the organization. A consolidation and renaming of departments was essential. Language and messaging needed retooling which would subsequently be a driver for a revamped image and graphic system. Improving the UX/UI for the organization’s online presence was crucial to complement a soon to be upgraded publishing system.

The Result

The phased launch consisted of internal brand events, regulated and consistent communications materials, and rebranded online properties for the organization. More rich media content (video, infographics, etc) was developed which resulted in improved engagement. Interviews revealed the new brand messaging was vivid and easily understood. Additionally, Yale’s community outreach program was successfully expanded to address the needs of their patients.