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.