Hospital Trust & Community Marketing System
Developed marketing and patient-facing collateral across hospital touchpoints, designed to improve trust as the hospital scaled its public-facing presence.
I shaped how Hudson Regional showed up in print, in-clinic, and at community events — brochures, service-line materials, outreach graphics, and applied brand systems that kept the brand consistent across departments and audiences.
Key Contributions Patient-facing collateral · community outreach campaigns · event marketing · service-line materials · multi-channel brand application · print systems
Building a healthier community starts with looking like a hospital people actually trust.
Hudson Regional Hospital had everything a community institution needs — clinical excellence, longstanding staff, a real bond with the neighborhood — and almost no consistent visual presence to communicate it. Patients met a different brand at every touchpoint: one look on the brochure, another at the front desk, a third on the community-fair banner.
The work was a discipline campaign more than a redesign. Take the existing HRH mark and the Hudson blue, and apply them rigorously across every patient-facing surface — print, signage, events, ID badges — so the hospital looks like one trustworthy institution from the parking lot to the discharge papers.
Trust is built one touchpoint at a time — the brochure in the waiting room is part of the diagnosis.
Healthcare design carries an unusual weight. A misaligned logo on a discharge form is not a typography problem; it's a quiet signal that something here is not as careful as it should be. Patients pick up that signal whether or not they can name it.
Every collateral piece was redrawn on the same grid, in the same blue ink, with the same wordmark proportions, the same paper stock when budget allowed. The community-event canopy and the appointment card use the identical lockup. The system reads as institutional without reading as corporate — warm, professional, ready when you walk in.
A three-tone healthcare system. Hudson blue carries the trust signal across every surface. HRH light blue lifts the monogram into highlight. Signal white grounds the brand in clean, clinical-but-warm whitespace.
The HRH circular monogram acts as the institutional anchor — visible at any distance, instantly recognizable from a hallway sign to a small letterhead corner. The full "Hudson Regional Hospital" wordmark and the "Building a Healthier Community" tagline appear together wherever space allows.
Three brand-defined colour applications. Lockup proportions hold across every surface — black, brand colour, and light backdrops.
The lockup scales from a 6×9cm staff ID to a large-format dimensional lobby sign without losing its character. The architectural application is the moment that turns a brand into a building — the first thing a patient sees on arrival.
Appointment reminder cards, patient handbooks, and discharge documentation all share the same grid, hairline rules, and Hudson-blue type system. Every printed surface a patient encounters reinforces continuity with the surface that came before.
Every Hudson team member wears the brand. ID badges, lanyards, and key-fobs follow the same hairline-and-Hudson-blue system as the patient-facing print kit — so the staff feel like an extension of the brand, not branded employees.
Pull-up banners and outdoor event canopies extend the visual system into the community itself — health fairs, school visits, mobile screening days. The brand shows up where the patients already are.
Every new patient leaves the first visit with a small branded kit — folder, prescription envelope, appointment-reminder card, notepad, and a single embossed pen. Every piece carries the same HRH lockup, the same paper stock, the same tone. The kit is the brand's most personal surface: what a patient takes home and reads at their own kitchen table.
AaBbCc · 0123456789 · &
Building a Healthier Community