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Rebranding a hospital might not sound like a huge creative opportunity, but a few illustrated robots later, I’d disagree. This brand campaign for Seton, the largest family of hospitals in Central Texas, championed Humancare over Healthcare. It simply stated what everyone knows about the healthcare system – it's broken and it needs a human touch.
The challenge of all the copy was to be caring and approachable while not sacrificing credibility. After the brand launch, the campaign extended to feature pediatrics, a new teaching hospital, and initiatives to send Seton doctors and nurses out into the community.