Brand Strategy, Architecture & Activation

From fragmentation to cohesion: Unifying brand architecture and activating a campaign that strengthened trust, clarity, and market impact

🏥 MultiCare Health System 🕤 12-month initiative 🧑‍🤝‍🧑 Brand, Creative, Digital, and Communications teams

Overview

As CMO, I led a full-scale brand transformation following years of rapid M&A growth. While MultiCare expanded quickly, the brand lagged—resulting in inconsistent messaging, disjointed naming, and a fragmented experience. Our goal: Define a unified brand strategy, strengthen trust, and bring the brand to life across every physical and digital touchpoint.

The Challenge

MultiCare’s fragmented brand created confusion, inefficiencies, and weakened market impact.

System/Internal Issues

  • Disconnected regional identities and competing sub-brands

  • No cohesive naming conventions or design standards

  • Misaligned teams on the brand’s core purpose

  • Limited governance for brand usage

  • Difficulty scaling campaigns across regions

  • Disconnected tools and communication channels (chat, SMS, phone, email, etc.)

  • Lack of a centralized CRM and unified data layer

5 Regions / 300+ Locations

Unified under one brand architecture and identity system

+10 pts

Lift in brand meaning and clarity internally

Operational/External Impacts

  • Confusing consumer experience across 5 regions

  • Brand perceived as corporate and emotionally distant

  • Low brand meaning and recall in key growth markets

  • Inconsistent tone, design, and messaging across touchpoints

  • Barriers to building mental availability

“Healthy communities need more than health care.” — New brand belief uniting internal and external audiences

Results

+6 pts

Year-over-year increase in Share of Mind in key markets

22% CTR lift / 6:1 ROAS

Campaign performance from paid media

87% / 89%

Brand trust and positive sentiment among consumers and employees

Scalable Platform

Built to support future growth and M&A integration

What I Led

Brand Strategy & Platform
Conducted listening tours, research, and stakeholder interviews to identify brand gaps. Built a new brand platform—purpose, promise, personality, and benefit framework—that aligned the organization.

Brand Architecture & Governance
Audited 300+ branded entities and digital properties. Designed a modern, tiered brand architecture, standardized naming conventions, and governance tools to ensure consistency.

Campaign & Activation
Launched the “Healthy Communities” campaign, localizing creative across service lines and regions. Produced toolkits and assets 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. Created modular templates to allow customization without losing 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.

Referenced Materials

Available upon request

  • Brand Platform & Architecture Framework

  • Brand-Build Tracking Suite – 9.1.23

  • Brand Positioning Quantitative Report (2023)

  • Healthy Communities Campaign Messaging & Creative

  • Digital Asset Audit & Brand Governance Toolkit