Central Georgia Health System (CGHS) is the 2nd largest health system in Georgia, but the people living in the community of Macon where the system resides, didn’t even realize it because there were over 30 uniquely named service lines and facilities. They came to us wanting a new name, tagline, naming convention and logo and design convention to better reflect their more than 6,000 employees and large communities served. Ranked by U.S. News & World Report as the #2 healthcare system in quality in Georgia, they were a virtually unknown entity outside of south and central Georgia.
After conducting a series of interviews and hosting consumer focus groups, we were able to identify a key insight to help position the healthcare system. The new name needed to reflect the multi-disciplinary approach offered, while continuing to help patients co-navigate their care. After creating and evaluating more than 300 names, the team decided on one that was ownable and available across a variety of .com, .org and .net platforms. The name, Navicent Health, was developed by bringing together the word Navigate and Center—which explained the mission of helping patients better navigate the path of care and continually keeping them at the center of everything the system does.
A new name, logo, tagline, website, a brand essence video, press event and other content and story-telling items are just many of the ways Seed Factory partnered with Navicent Health to unveil their new brand and mission. In addition, we developed a series of teaser ads—from billboards to digital to print to get the community excited about the introduction of the new brand.