CommonSpirit Health was founded when Dignity Health and Catholic Health Initiatives merged in 2019, effectively forming the second-largest nonprofit hospital chain in the US.
After the merger, CommonSpirit looked to refresh the Dignity Health and CHI identities. The goal was to create a visual system that would unite the two.
Each identity needed to differentiate itself while living under the same master brand. To achieve this, a core visual system was developed where each identity shared the same guidance to create visual cohesion across CommonSpirit’s regional brands.
An extensive 167-page set of guidelines was created to define the brand messaging platform, and explain how the new visual system is applied for each organization.
Today these guidelines are used by each hospital’s internal marketing department, and by outside agencies.