Why we’re evolving the St. John’s brand
St. John’s is currently undergoing a process that we are calling
a “brand evolution.” Our goal is to better describe and communicate
our organization’s offerings to Jackson Hole and the other communities we serve.
In contrast to the national trend of rural health care institutions closing
or being bought out by larger institutions, St. John’s is fortunate
to be a fiscally strong and growing organization with significant involvement
in the community beyond the care we provide. Our clinical and wellness
services have expanded – with new physician practices, specialty
service lines, wellness programs, and off-site clinics. We’ve achieved
national recognition, attracted top talent, and continued to diversify
our care for a sustainable future.
Now our brand, from its name to its look and feel, is catching up.
Why transition from ‘Medical Center’ to ‘Health’?
As we embarked on this process, we saw an opportunity to more effectively
describe who we are and what we offer to our patients, staff, and community.
We’ve become an organization that doesn’t just care for its
patients in times when they're sick, but continually supports our
community as its partner in health.
What did this process involve?
Our work began with research and discovery, engaging St. John’s leaders,
employees, clinicians, stakeholders, community members, current and prospective
patients, and regional providers in focused studies around the St. John’s
brand. Focus groups, in-depth interviews, and online surveys revealed
key insights, gaps, and opportunities that drove and informed the direction
of our work.
What other updates can be expected as this project progresses?
St. John’s has also been working to develop and refine its current
logo and visual identity, brand architecture, and brand messaging.
What other groups have played a role in this effort?
St. John’s Standards Committee, a team of 12 clinical, support, and
frontline staff, conducted internal research via online surveys and one-on-one
interviews for the purpose of driving internal messaging. A Brand Leadership
Group and Task Force representing St. John’s key entities, departments,
and service areas was also formed to help govern, weigh in, and oversee
the brand evolution process.
What is the project timeline?
St. John’s Board of Trustees unanimously approved the organization’s
transition from St. John’s Medical Center to St. John’s Health
at their monthly public meeting on January 28, 2019. However, the new
descriptor (“Health”) will not take effect until the public
reveal of the organization’s new logo and visual identity on December 16, 2019.
When will employees be engaged?
St. John’s employees and staff will be the first to see our new logo
on October 24th and 25th, 2019.
How much will this project cost?
To help reduce and spread out the costs of rebranding, St. John’s
is developing and rolling out the brand evolution in phases. Not all elements
of the organization will be rebranded at once; new projects will be rebranded
as they come up, and previous items will be redesigned as supplies run
low. A few highly visible items, including I.D. badges and our website,
will be updated during our public launch, but one should expect to see
both the new and old logos displayed in the community and on campus for
at least the next year.
Please direct any questions, comments, or concerns to 307 739 7495