After 130 years, the healthcare entity known as HCMC — Hennepin County Medical Center — was constrained by its name. Many Minnesotans pictured an urban trauma hospital, not the multifaceted medical system it had become. Together with Padilla, “Hennepin Healthcare” was born. Along with a new brand identity, the name befitted today’s dynamic medical enterprise, which brings comprehensive care, education, research and innovation to every corner of the state. Based on research and insights into key stakeholders, our team created a brand position and tagline – “We’re Here for Life” – that reflects the collaboration and quality of care throughout the Hennepin Healthcare system, every minute of every day. The new brand manifested in all manner of media, part of a highly visible cross-platform campaign launch.