North Memorial Health wanted to break away from the typical clinical vibe and create a standout brand that truly connects with Minnesotans. The mission? Update signage across their two hospitals, 20+ clinics, and fleet of vehicles (yes, even the helicopters) and roll out a bold, disruptive campaign to drive more appointments.

We leaned into a fresh color scheme and made the “N” iconic—something memorable across the state. Injecting humor into the brand, we played up “Minnesota nice,” turning North Memorial into the health system with heart across every channel, even the Super Bowl.

The rebrand delivered big: a 20% boost in appointments, 20% increase in brand recognition, and a complete signage overhaul. North Memorial didn’t just make waves—they set the standard, earning nods from the MM&M Healthcare Awards and the Aster Awards for excellence.