In 2023, after nearly two years of building Ardent’s creative function and brand infrastructure, the timing was right to evolve the company’s visual identity into something that could carry a growing health system forward. Working closely with our CEO and a small internal team, we undertook a ground-up brand development effort: new logo, refined color system, typography, brand voice, and the full standards infrastructure needed to deploy a brand consistently across a system spanning 30 hospitals in six states.

What we didn’t know when we started was that the brand would need to be ready for its biggest moment sooner than expected. On July 18, 2024, Ardent Health listed on the New York Stock Exchange under the ticker ARDT, and the brand appeared on the facade of the NYSE building, across the trading floor monitors, and on the Times Square screens that wrap the corner of Broadway and 44th Street.