Health for you, with you:

Rebranding to Intermountain Health

The history:

Though its roots can be traced to the 1800s, what became Intermountain Health was incorporated in 1975. The most recent rebrand was in the early 2000s, and the brand felt sterile and corporate to consumers –
the opposite of what a true partner in health should be.

The research:

Intermountain Healthcare was seen as reliable and trustworthy, but also corporate, profit-focused, and overly paternalistic.

We conducted a brand study conducted by brand strategy and research agencies FutureBrand and MarketCast. Qualitative interviews and focus groups echoed the quantitative surveys. Intermountain performed well in the “table stakes” of having a high-quality staff, protecting privacy, and positive health outcomes. However, the brand did not perform as well in key areas modern consumers expect from a health partner: making them feel respected, caring about the whole person, and supporting the health and wellbeing of communities.

Developing a brand:

Based on the research and Intermountain’s future of becoming a consumer-centric health partner—in addition to providing the high quality care we’ve been known for—we developed our “brand plus” with FutureBrand. Our mission and values stayed the same, and we added a unique positioning and research-backed personality traits. That all resulted in our brand idea of:

Health for you, with you

The brand identity:

The Mission, values, positioning, and personality traits, combined with the brand idea of “Health for you, with you,” brought a need for a vibrant, bold brand. A brand that speaks to who we are and who we’re becoming. A brand that stands out among its traditional and nontraditional competitors. The new brand identity of Intermountain Health:

On January 23, 2023, our team introduced our new brand baby to the world in an employee launch event streamed to 60,000+ employees. It was met with surprise, a little criticism, and a lot of excitement as we kicked off our plan to bring Intermountain Health to the people of the mountain west.