We are pleased to announce the launch of Allegheny Health Network, a revolutionary model for healthcare delivery developed by our client, Highmark, with brand strategy, naming and identity development by Marshall Strategy.
After acquiring the West Penn Allegheny hospital system, Highmark assembled a patient-centric, progressive new network for delivering affordable, high quality healthcare within western Pennsylvania. Highmark chose to name this new model Allegheny Health Network, to take advantage of existing equity and a tradition for excellence at Allegheny General Hospital. In its new incarnation, we recommended communicating the key attributes of expertise, progressiveness and teamwork.
In partnership with renowned designer Jerry Kuyper, Marshall developed a cohesive brand strategy, naming architecture and visual identity system for Allegheny Health Network. The resulting system is fresh, engaging, and immediately recognizable. The new symbol arches upward, suggesting optimism and a fresh, progressive approach to health and wellness–its green and blue diamonds compose a larger mark that conveys both teamwork and patient-centricity.
When used in combination with a hospital or service name, the symbol, color palette and Allegheny Health Network endorsement create an immediate sense of presence and connectivity, enabling a variety of distributed facilities, services, and physician groups to build awareness for the overall network. The new system will connect seven hospitals, multiple specialized outpatient care centers, and 7,900 professionals from more than 200 physician practices into one of the strongest networks in Pennsylvania.
So far, local business press has been positive. We look forward to seeing how Allegheny Health Network’s new market presence helps transform health care delivery for the better.