To the people of Rome, their hospital was a proud part of the social fabric of their community. At the same time, they seemed resigned that the disparities between the quality of healthcare provided in big cities vs. small communities were enormous. Rome Health was making bold changes to erase those gaps: bringing best-in-class doctors and technology to the region, transforming the hospital into an integrated care network, and upgrading its facilities.

We needed to create a brand identity that would reflect those changes without losing the trust and familiarity of their small-town location. We needed to make sure everyone in the region was aware of it.