Identity Design
RUSH University Brand Guidelines
The rebranding of Rush University Medical Center into Rush was a strategic initiative designed to unify an expanding network of healthcare partners under one cohesive identity while strengthening awareness of its philanthropic mission. The objective was to create a brand system that reflected the organization’s commitment to collaboration, innovation, and continued growth through the concept of “One Rush.” Building upon the foundation of the new brand, I worked with Marketing and Philanthropy teams to extend the identity across a wide range of touchpoints, including the University Magazine, exterior building facades, donor communications, and marketing materials. Through the use of messaging such as “Excellence is just the beginning” and “It’s about Rush,” the brand was positioned as both forward-thinking and inclusive—celebrating its people, its progress, and its ongoing commitment to improving healthcare for the future.
Objective
Rebrand Rush University Medical Center as a medical system and promote the Philanthropy department.
Strategy
Rush University Medical Center was rebranded as Rush. The intent was to bring together the expanding family of partners in other locations as “One Rush”.
“Excellence is just the beginning” was adapted as the external tagline and “It’s about Rush” as the internal tagline. The intent is to be inclusive and emphasize that we strive to be better and are making strides to the future.
Working with Marketing and Philanthropy, I expanded on the brand to other expressions such as the University Magazine, exterior building facades and marketing materials.
