De-commoditizing the nation’s largest hospital membership and group purchasing organization


The client

VHA, a membership and group purchasing organization.

The challenge

To differentiate VHA from other GPOs by more effectively communicating how its heritage aligns with its future aspirations and how they now can better serve members as their indispensable partners.

The result

A new visual identity, rebranding VHA as contemporary experts and problem solvers, invigorated employees and inspired members, making the organization more attractive for a merger.

The elements

Competitive visual analysis and visual identity development informed creation of logo, look and feel, environmental design, spirit book/video (internal campaign), and creative expression/concept. The campaign was used to develop a broad range of marketing materials, including advertising, web site, exhibits, templates, identity policy manual, and training.