The Healthcare Association of New York State (HANYS) is a dynamic organization that provides a deep and wide range of services to its member hospitals, ranging from advocacy to business consulting to counsel for members’ boards of trustees. These services are delivered by a complex mix of departments and subsidiary companies. In recent years, the impact of HANYS among peer groups and member clients has reached beyond the borders of New York State.
Additionally, the corporate identity for HANYS did not represent the spirit and energy of the organization as it wished to be perceived. The organization needed a new brand and logo architecture that could clarify the relationship between the organization and its various business groups. This identity needed to capture the essence of the organization’s spirit in a fresh, but not flashy or trendy, manner.
Zone 5 began the process by convening focus groups with various staff and clients to better understand the organization’s current and aspirational perceptions. We then turned outward to audit the brands of peer and competitor organizations for the purpose of differentiating HANYS where needed. Next, our team mapped out the organization for the purpose of defining the brand architecture. We then put pencil- to-paper and began the design aspects of the assignment. The resulting design built was a dynamic evolution of the HANYS identity, retaining some of the positive equity that the old identity had. (For instance, the green color palette was retained.) The new identity is intended to capture the statewide presence in an interesting and unique design, while symbolically breaking out of those boundaries.