Years of expansion across the state had resulted in fractured brand holdings including multiple subsidiary hospitals, home care units, physician practices, labs and more, it was evident and supported through internal and external research Publicom conducted, that the largest health care system in Michigan would benefit from rebranding under a common name: McLaren. Publicom created a fresh new logo as well as internal and external strategies and campaigns to announce the rebranding to communities and stakeholders across the state. The rebrand was exceptionally well received by both B2C and B2B audiences who recognized that together, there’s more to McLaren, as $4 billion health system that stands ready to improve the health and well-being of the communities it serves.
