As Frederick Regional Health System underwent a name change and rebranding effort, it was important that the new brand represented all of their audiences, inside and outside of the organization. As an incredibly diverse community hospital in a Washington, D.C. suburb, the organization developed and launched a new brand that truly represented their workforce and their community. From an internal video that featured employees defining the brand, to :15 commercials produced in Spanish and in sign language to reach their large Hispanic and deaf communities. Frederick Health has set themselves up for a future that is simply better.
