The positioning line, "Your home for healthcare," emerged after a brand discovery workshop with the hospital CEO, CNO and other stakeholders. The subsequently-developed logo is a clean, modern representation of the endlessly flat geography of the area combined with a warm West Texas sun graphic. Lowercase sans serif type reinforces the informal, non-corporate position.

The brand package includes specifications for typography and primary and secondary color palettes for use across myriad service lines.

To reinforce the warmth of the "home" message and the emotional appeal of the brand position, we recommended liberal use of photography, much of which includes families in embraces.

We defined standards for logo usage in print and miscellaneous internal applications.

Brochure templates and standards allow for local vendors to produce materials in a consistent fashion.

Street-level pageantry uses color and imagery to define different service lines.

The DNA of the identity was the foundation for a new signage approach.

Billboards along the wide West Texas highways were a significant part of the initial brand rollout.