Hoag Brand System

Hoag's creative expression had to support very different moments without feeling fragmented. Institute campaigns, service-line communication, editorial work, events, patient materials, and internal presentations all needed enough consistency to feel unmistakably Hoag and enough flexibility to work for their audience.

I established a more deliberate relationship between color, typography, and hierarchy and created a consistent logo architecture. Those decisions became practical standards and a shared framework teams could use to create and evaluate the work.

I implemented a distinct accent color for each clinical institute, extending Hoag's core palette while preserving a clear relationship to the parent brand.

For patients, the colors create a faster visual cue in a sea of media and materials. For internal teams, they create more room for expression while keeping every communication visibly connected to one organization.

I translated the standards into practical tools for presentations, signage, publications, patient materials, advertising, email, and everyday collateral. The aim was to reduce reinvention and make the right brand decisions easier for internal teams and external partners.

Where communications needed to connect people with a next step, I introduced QR codes and trackable URLs that created clearer routes to information and a stronger foundation for measuring engagement.

I designed a clearer operating model for creative work that included shared standards, reusable presentation tools, a more consistent review rhythm, and structured intake for recurring needs.

In 2026, I implemented Asana across the marketing department, creating a more organized foundation for briefing, reviewing, and delivering work. The operational system made consistency easier to maintain by giving teams shared tools, defined ownership, and a more consistent process for moving work forward.