Building a healthier brand

Fairview Health Services wanted a master brand that would unite the organization's many regional hospitals, clinics, rehabilitation centers, and physician networks — and still allow differentiation among individual business units. To help the organization increase its visibility and name recognition, Larsen capitalized on Fairview's existing equity and reputation. To establish the master brand, Larsen developed a comprehensive brand system, refined Fairview's original symbol, and added a crisp new logotype.

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