The discovery process involved multiple worksessions at various stages of the rebrand. This fed directly into the positioning statement and brand expression. The process included stakeholders across the Rush System.

The brand positioning was natural, succinct, and direct—every word analyzed and tested among internal audiences and consumer focus groups.

– Brand expression  –

In Chicago, each major hospital system has its color. Rush own’s green. The refresh brought in a much brighter, friendlier shade of green that draws the eye in outdoor applications.

Rush’s mission to make healthcare more accessable is reinforced by friendly, approachable icons and illustrations.

The new typefaces, Calibre and Tiempos, take on the new tone of Rush’s brand voice: friendly, less-is-more, and the occasional humble brag on outdoor.

A full suite of corporate templates included rack cards, brochures, flyers, posters, and the all important presentation template.

– Internal brand launch –

Launching the new brand internally, giving employees the first look, was a huge success. Pop up banners, newspapers, stickers, buttons, eblasts, environmental graphics and A proprietary deck of playing cards were among the many tactics designed to show off the new positioning and visual expression.


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Rush Health System



Scott Gundersen, VP, Design Director

Deanna Stallsmith, ECD, Copy

Carol McCarthy, CEO, Strategy

Lameis Dromgoole, Account Director

Collin Koetz, Senior Designer

John Masuga, Senior Designer

Cassidy Day, Designer