This client is an umbrella academic health system that was unified across its campuses in name only. In actuality, employees’ loyalties and attitudes were shaped by the differing customs at each location. The client wanted to announce a more unified name change and also build internal support and pride in the organization as a natural extension of that unification. This website was one of many tactics used to build internal support among employees. 

Our communication and branding strategies endeavored to celebrate the entire community’s accomplishments made together, regardless of campus, in their shared goal to deliver world-class healthcare to patients. Most importantly, we wanted to make the website as accessible and engaging to staff and employees as possible, without making the employees jump through a bunch of hoops to browse or consume information.

We determined that the website should be comprised of four key parts:

1. An interactive photo gallery featuring perspectives of the staff and health system from both campuses, which encouraged engagement by allowing users to submit and/or “like” photos;
2. A contest game series that encouraged employees to identify photos taken from important landmarks, art pieces, and buildings throughout both campuses;
3. Short blog posts from senior management highlighting important milestones and achievements related to organizational programs and health initiatives; and
4. Video interviews of every day staff members who were encouraged to share their perspectives of the organization as a whole.

The website was also used to merge the brand identities of both campuses in a way that incorporated key elements of both. A representative group of employees throughout the healthcare system were consulted throughout. My team was able to deliver a web experience everyone from the system could be proud to own. By working with stakeholders at all levels, we also anticipated and mitigated privacy- and HIPAA-related risks for patients and staff.