When I arrived at Ensemble Health Partners in 2015, the company had a name, a bare-bones logo, and a website, and it was doubling in size every quarter. Building a brand in an organization growing at that pace was less a design challenge than a cultural one: how do you give a company an identity when the company itself is still figuring out who it is?

I started by redesigning the logo, the foundation everything else would build on, and then worked outward from there: brand system, brand voice, collateral, web, internal communications, and environmental graphics. The biggest initiative was The Ensemble Difference, a program I conceived and developed in close partnership with the CEO and HR team to codify what Ensemble stood for and what it expected of its people. The Ensemble Difference became the cultural backbone of the organization, expressed through a book distributed to every associate, wall graphics covering thousands of square feet of the company’s new office space, signage, screensavers, and a sustained internal communications program.