Using our BrandNEXT® process, we chose Virtua Health as the go-forward brand and defined its position and narrative. We refreshed the visual identity, brand architecture, and graphical expression to be more modern and embraced by both legacy organizations.

The brand position, “Here for Good,” highlights commitment to accessibility, trustworthiness, integrity, and high-quality care. We also created a new logo, color palette, design elements, and sonic identity for a consistent and engaging brand experience.

Since launch, “Here for Good” has guided Virtua’s strategic decisions, market activities, and daily operations, underpinning patient experience training and employee recruitment.

The purpose-based brand strategy was implemented in two phases: the acquisition announcement in July 2019 with out-of-home and digital ads, followed by a full brand launch in October 2019, including a brand immersion day, multi-channel advertising, and updated signage.

Over the past five years, campaigns have evolved while maintaining the brand’s core identity and tone. The consistent sonic identity in audio work has added new brand equity. Virtua’s brand awareness and preference have grown, ranking 39th in the 2024 Humanizing Brand Experience report, rising for four consecutive years due to its consumer understanding and community connection. Notably, Virtua Health has also been recognized as the #1 healthcare brand in New Jersey based on a national brand study.