A brand platform that becomes company DNA
8x8
Challenge
Healthcare feels transactional. The biggest complaint about the American healthcare system is the lack of real relationships between providers and patients. Sutter Health had 50,000+ caregivers across Northern California building genuine partnerships. But how do you make that feel real, not like another empty healthcare promise?.
Big Idea
We created "We Plus You" — a complete brand transformation that became Sutter Health's identity for 4+ years. Built a campaign where every spot looks like close friends having an intimate conversation, then reveals it's a patient and their doctor. Extended across every facet of the organization: internal communications, external marketing, PR, operations, and product naming (Sutter Health Plus HMO). Made partnership the company's operating principle, not just messaging.
Results
Became the organizing brand platform for entire 50,000+ person organization across 16 hospitals and Northern California network
Sustained for 4+ years across all company touchpoints
Spot: I messed up
Spot: I froze
Pride Parade