When Health Management Associates acquired a group of Mercy Health hospitals in Tennessee, the name had to change. Mercy Health still operated elsewhere, and the conflict made a full rebrand mandatory. Working on a compressed timeline, I led the creative initiative across a coordinated team of agency partners.

Together we created an entirely new health system identity from scratch: name, logo, brand system, signage, collateral, and a launch campaign. Tennova Healthcare emerged as a modern, regionally rooted brand built to signal a fresh start for healthcare in the markets it served, introduced to consumers who had known these hospitals under a different name their entire lives. The system later grew to 16 hospitals under the Tennova brand.

Partners: Beber Silverstein Group (Miami), AcrobatAnt (Tulsa), The Principle Group (Knoxville, signage).