Finding a brand idea to reposition a hospital is not easy. We worked with the Franklin Square Hospital leadership to uncover a brand idea that would help reverse a historical negative perception and resonate with patients and physicians. It had to be an idea that would work with their parent company positioning (MedStar Health), be relevant and one the system could operationally deliver against. The idea of 'recognizing each patient individually' was the core of the idea, and subsequently translated into a tagline “Centered on You". Based on this brand idea, we developed a brand strategy and touch-point analysis to determine what areas of the business and communications could most efficiently and effectively leverage the new brand positioning. This included creating Brand Filters to help management manage communications and behaviors to be “on-brand” in implementing the brand.