case history

ThedaCare is a leading healthcare system provider serving consumers in diverse metropolitan and rural communities throughout central Wisconsin. With corporate headquarters in Appleton, ThedaCare operates a large network of major medical centers, community hospitals, and specialty clinics.

Thomson Dawson  collaborated with ThedaCare’s Marketing Leadership team to create a strategic brand storytelling and messaging platform that guided the development of a new corporate identity system to unify all of its diverse operations, building greater equity in a new ThedaCare corporate brand.

S D S D E S I G N was contracted to design, manage and implement all environmental graphics for development into a cohesive brand transformation strategy, which included comprehensive exterior & interior wayfinding signage for 12 diverse hospitals and clinics.

In-depth site & building analysis including, user observation, interviews and nomenclature surveys were conducted at each medical center to define a wayfinding strategy and design criteria. Building upon the brand already developed, a family of exterior & interior sign types was created, customizable for site-specific conditions and integration into 4 (new) and 8 (existing) facilities, ranging from 30,000 to 800,000 sq.ft. Consistent communication between Stephen, ThedaCare leadership and project teams, reviewing all aspects of the brand transformation, along with presentations at key decision-making points, was fundamental to the fast-tracked success of the project. ­­­­­

Detailed sign drawings, message schedules and location plans were produced for fabrication & installation. Final artwork was created for user-friendly site/floor plans; used as YAH wayfinding maps, informational handouts and integration into ThedaCare’s website. ­This comprehensive signage & wayfinding/brand transformation to ThedaCare’s physical environment enhanced the patient-user experience, while allowing consumers to recognize the value and benefits of what an integrated healthcare system can provide to improve the quality of patient care.

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