The branding strategy we developed
was designed to highlight Roger Williams'
technological sophistication, extensive
capabilities and highly qualified staff.
Our first step was to shed the dated
term "general hospital," and replace
it with "Medical Center" - a phrase
more in keeping with the institution's
many services. A simple logotype was
developed for use on all communications.

A consistent and organized presentation
helped establish a strong "look and feel"
throughout the full range of communications.
One application was a series of
newspaper inserts titled "health talk"
that increased visibility and awareness.
The magazine format presents health
information and encourages philanthropy.

Standards were developed to
provide consistency and structure for
communications, such as this system
of simple rack-brochures. The system
allows for in-house as well as professional
production. The visual presentation is
cohesive and conveys a unified message
and brand.

Special emphasis was placed on
fundraising materials to enhance the
image and provide the foundation for
a capital campaign. The campaign,
"Horizons of Hope," was created to fund
a dedicated cancer center. The primary
brochure features case studies of cancer
survivors. The campaign exceeded its goal
by nearly 10%.

Lasater/Sumpter Design collaborated
on carefully focused newspaper
advertising that featured compelling
imagery, straightforward headlines and
succinct copy. Key messages highlighted
the institution's capabilities, innovation,
and compassionate, patient-centered
environment.

A campus signage program improved
wayfinding and contributed to the overall
enhancement of the institution's image.