Carle Health 

“100 Top Hospital” Awareness Campaign

The Challenge

Carle Foundation Hospital, Carle Clinic Association (called Carle Physician Group) and the Health Alliance Medical Plan merged under one, as-yet-unnamed umbrella organization. Nationally recognized and the dominant healthcare provider in east central Illinois. The Carle Health system turned to Springboard to identify the organization’s brand position, a relevant overarching name, and a brand architecture structure that would enhance the region’s awareness of Carle’s wide-ranging services while not confusing or overwhelming consumers.


  • Merging Cultures, Clarifying Position and Streamlining Communications
  • Create a simplified brand architecture structure that allowed only certain entities to link their name to the brand “Carle,” while using discreet and consistent graphic elements – rather than myriad logos, thus tying everything together

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