Rush Hospital System
Rush, an institution nearly as old as Chicago, needed a new way to express their brand to themselves and the Chicago market. Armed with a new tagline, “excellence is just the beginning,” we created an identity that set the stage for Rush to boldly express their promise of quality and prominence.
I was a designer on this project and helped produce assets as well as provided concept support.
Design Team
Deanna Stallsmith, Creative Director
Scott Gundersen, Design Director
Collin Koetz, Senior Designer
John Masuga, Designer
Internal Launch
The brand launch began with the people who matter most: Rush’s employees. With over 17,000 employees across 30 campuses, we created an internal launch-day experience that was scalable and tangible for employees on and offline. This included environmental graphics at each Rush campus, a tabloid newspaper explaining the story behind the new brand, and trivia playing cards celebrating Rush’s history and current accolades — all of which were contained in “event in a box” kits sent to the Rush’s locations.
External Launch
We launched an outdoor advertising campaign to patients across the Chicagoland market. The main focus was the promise of excellence Rush makes to its patients. This was led by the introduction of the tagline and supported by the new Rush green.
