Project Description


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Tenet Healthcare is a house of hospital brands within 47 states. Tenet’s hospital networks are located in urban and suburban markets competing against larger unified branded networks. There were numerous business challenges for the Tenet hospitals in the Phoenix area:  A) They were experiencing neutral (consumers) to negative (physicians) equity in the Phoenix marketplace. Their hospital network had mixed equity depending on the specific hospital. B) Larger networks (such as Dignity and Banner) were upping the ante in the marketplace by increasing advertising and marketing budgets. To combat the larger network surge, the network was looking to redefine and rebrand with a cohesive brand architecture, identity, and message.


Rooted with the key insights from the strategy work, the team was tasked with developing the brand identity including a naming architecture, brand family logo design, an integrated brand campaign, and employee brand communications. Consistency and customization were the balancing act of this component. The Abrazo team was outfitted with a comprehensive understanding of the look, feel, and tone of the brand. After going through all of the important steps, we discovered a way to bring together the hospitals and the patients as well as connect the Abrazo Hospital Network under one idea: Embracing Care. Embracing Tomorrow.