Intermountain Health:
Repositioning a Health System Around Whole-Person Care
Challenge: Intermountain Health was known for exceptional clinical care, but the brand only reflected a place people went when they were sick. At the same time, Intermountain had acquired SCL Health, creating one of the largest nonprofit health systems in the U.S. The existing identity couldn’t unify the expanded network or express the warmth and partnership patients consistently felt.
Opportunity: We saw the chance to shift Intermountain from a traditional, quality-focused system to a consumer-centric health partner—one that supports people throughout their entire health journey. The brand idea, “health for you, with you,” reframed Intermountain’s role as an ally in lifelong wellness and created space for a more human, inclusive, region-rooted identity.
A Human, Region-Rooted Brand That Unified a System and Elevated Its Purpose
Solution: We created a net-new brand identity that blended clinical precision with warmth and humanity. A regionally inspired palette set Intermountain apart from typical healthcare blues, while a modern serif typeface and grid system conveyed reliability and forward momentum. Photography centered on relatable, real people—reflecting the diversity and optimism of the communities Intermountain serves.
We brought the identity to life across the full breadth of the organization—spanning print, digital, web, marketing, signage, wayfinding, environmental spaces, and an entire fleet of vehicles—to create a seamless, unified brand experience across a multi-state system.
Results: The rebrand successfully unified Intermountain and SCL Health under one cohesive identity, strengthening clarity, consistency, and recognition across a vast regional footprint. It repositioned Intermountain as a modern, consumer-centric health partner and created a flexible brand system that continues to guide communication, experience design, and community engagement across the entire organization.
