Creating structure and distinction

The largest long-term health care organization in New York—Beth Abraham Family of Health Services—approached Riley Weiss to perform an assessment of the current state of the organization. Through research, exploration and discussion—including extensive interviews with internal and external audiences—Riley Weiss learned every detail about the organization.

We engaged the executive team—how would you describe the strengths of the organization? What sets you apart from the competition? How have you evolved? Leveraging the assessment findings, we collaborated to define its core differentiators—a combination of four defining traits no other New York health care provider can claim. These "Big Four" became the platform for the brand, and behind the scenes, the organization began to change. They unified around a common understanding of who they are and what they want to be—such as a patient-centric focus and sensitivity to the diverse ethnicities and cultures of New York.

Riley Weiss captured these concepts in the new name—CenterLight Health System—and its tagline "Care and compassion for generations." We developed a brand identity that unified the entire organization under one distinct look and feel and established a clear hierarchy for its divisions. 
In our ongoing partnership, Riley Weiss continues to ensure all representations of its brand are consistently reflective of a growing organization leading the industry in providing expert, coordinated care to patients and their families.