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Brand Strategy, Architecture & Activation

Unified a fragmented brand across 5 regions, strengthened trust, and delivered market impact

🏥 $6B MultiCare Health System 🕤 12-month initiative 🧑‍🤝‍🧑 Brand, Creative, Digital & Communications teams

Impact at a Glance

  • +6 pts YoY increase in Share of Mind in key growth markets — outpacing regional competitors by 3 pts

  • 87% / 89% brand trust and positive sentiment among consumers and employees

  • +10 pts lift in brand meaning and clarity internally

  • 22% CTR lift and 6:1 ROAS from paid media campaigns

  • Scalable platform positioned to integrate future acquisitions without brand dilution

Overview

As CMO, I led a full-scale brand transformation following years of rapid M&A growth. While MultiCare expanded quickly, the brand lagged with inconsistent messaging, disjointed naming, and a fragmented consumer experience. Over 12 months, we defined a unified brand strategy, strengthened trust (87% among consumers, 89% among employees), increased Share of Mind by 6 points, and delivered a 22% CTR lift with a 6:1 ROAS, bringing the brand to life consistently across every physical and digital touchpoint and creating a scalable platform for future acquisitions.

The Challenge

MultiCare’s brand lagged behind its operational scale. Fragmented regional identities, inconsistent messaging, and a lack of governance created inefficiencies, consumer confusion, and limited scalability. The organization needed a unified brand strategy and architecture to align internal teams, strengthen market position, and support enterprise growth goals.

Before

  • Disconnected regional identities and competing sub-brands

  • No cohesive naming conventions or design standards

  • Misaligned teams on brand purpose

  • Inconsistent tone, design, and messaging across touchpoints

  • Confusing consumer experience across 5 regions

  • Difficulty scaling campaigns across regions

  • Lack of governance for brand usage

After

  • Single enterprise brand architecture and identity system

  • Standardized naming conventions, tiered brand architecture, and governance tools

  • Unified brand platform with purpose, promise, personality, and benefits framework

  • Cohesive design and messaging across all physical and digital touchpoints

  • Clear, consistent, and locally relevant experiences that build trust and mental availability

  • Scalable platform for future growth and M&A integration without brand dilution

  • Campaign and activation framework enabling consistent execution across regions

What I Led

Brand Strategy & Platform – Conducted research, listening tours, and stakeholder interviews to identify brand gaps. Built a new brand platform defining purpose, promise, personality, and benefits, aligning internal and external audiences.

Brand Architecture & Governance – Audited 300+ branded entities and digital properties. Designed a tiered brand architecture, standardized naming conventions, and governance tools for long-term consistency.

Campaign & Activation – Launched the Healthy Communities campaign, localizing creative across service lines and regions with toolkits for OOH, digital, social, signage, and internal channels.

Experience & Expression – Rolled out unified messaging and design across websites, apps, social media, signage, intranet, and patient materials, using modular templates for flexibility without sacrificing consistency.

Strategic Approach
Grounded decisions in evidence-based insights. Balanced distinctiveness with scalability. Applied principles of modern brand building—mental availability, broad reach, and consistency.

Healthy Communities - Brand Campaign

Purpose - West Region :30

Right Now - West Region :30

Purpose - East Region :30

Right Now - East Region :30

Strategic Alignment

This initiative directly supported MultiCare’s growth strategy by strengthening brand equity, increasing market relevance, and creating a scalable framework to integrate future acquisitions while maintaining a consistent consumer experience.

"Felicia unified a complex, multi-region brand into a single, scalable platform that built trust, clarity, and market presence — setting the foundation for future growth." — Jerry Hobbs, President, Prairie Dog

Bottom Line

By unifying brand architecture, aligning teams, and delivering a campaign that resonated internally and externally, I transformed a fragmented identity into a cohesive, trusted brand, driving measurable gains in market impact, outpacing competitors, and positioning the organization for sustained growth.