Creating a brand within an existing brand…

Lafayette General Foundation were both new and old. Lafayette General Medical Center has been around for over 100 years, and as a health system they now own or operate at least 7 other medical centers and employ over 4,000 people. Needless to say their logo is already well recognized in the area. As a community owned, not-for-profit enterprise Lafayette General Health needed to set up a cutting-edge and traditional foundation that supported the role of the hospital system.

Working from century old values and taking a modern approach we (I worked with the executive director and his team) created a years worth of events (each with their own audience and character), created separate funds (with their own sub logos) for Innovation, Real Estate and Research sub brand for innovation, and developed a low-cost style that reflected the values of the Foundation.

Aileen took our fledgling Foundation and created a strong brand identity that reflected the good we do as a community-owned, nonprofit hospital system. She didn’t just make things look pretty (although she does that well), she gave us a voice and personality that helps us communicate. Aileen understands branding on many levels. She takes complicated and disparate information and creates a brand that is simple, beautiful and often very clever. She added a creative energy that pushed the whole team forward. In addition to being excellent at brand creation, refreshment and advancement, Aileen also brings a strong entrepreneurial sense and business acumen to any consultative engagement. I highly recommend Aileen and are absolutely willing to serve as a referential client.

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