Brand Experience

Henry Ford West Bloomfield Hospital is truly a remarkable place. The vision for this new hospital was to create a place that would inspire a community to wellness and offer a service experience akin to a 5-star hotel. The result has redefined the possibilities of a hospital and health experience.

Brand Experience and Campaign Overview:

Henry Ford Health System desired to expand their reach to a new county and saw this expansion as an opportunity to help position the brand and redefine the healthcare experience. We had the great fortune of partnering with Henry Ford before the ground breaking to help create an experience beyond the boundaries of the imagination.

We partnered with Henry Ford’s facilities department to create an off-site experience to test workflows and to allow philanthropic donors to begin to experience the vision. We created 3-D animated walk-through videos to help bring the vision of a northern Michigan main street shopping, dining and wellness environment to life. With Henry Ford’s interior design department and their architects, we developed a brand strategy and design standards for their retail shopping brands, their center for well-being and dining experiences.

At the heart of the hospital concept is Vita, a center for well-being, that integrates traditional, non-traditional medicine and health coaching. We helped develop the brand positioning, strategy and marketing plan to launch a this new concept beyond  the existing patient population of Henry Ford Health System. Upon completion of the hospital, we created an advertising launch campaign to reflect this remarkable brand experience and to help redefine healthcare.

Tactics included: Brand strategy, branding, way-finding, website, interface design and development, online video content, collateral, promotional materials, sales tools, television (:30 spot), radio, outdoor, direct mail, print, social media assets and display advertising.

Within two weeks of opening, Henry Ford West Bloomfield Hospital was at maximum occupancy, exceeding all projections by 400%. Recently, they were featured on CBS News for their unique healing environment.

Role: Strategist, Associate Creative Director, Art Director, UI Designer and Graphic Designer
Agency: DBA Worldwide
Research Partner: Traverse Bay Research Group