Legacy Brand, Made New
Led the full brand evolution for AEHADA (The Association of Healthcare Data & Analytics), CHIME (The College of Health Information Executives), a membership group within a major national health IT consortium. Delivered a flagship brand film that reached 19K views—12× their highest performance in 14 years—and repositioned the organization for modern relevance, growth, and industry visibility.
Client
Healthcare Information Technology Association
Timeline
1 Month
Services
Branding
Challenge
AEHADA needed to transform from a legacy, inward-facing association into a future-focused home for healthcare data and analytics leaders. Their name, identity, and story no longer reflected the sophistication or direction of the field. The board required a complete re-alignment of brand, message, and membership strategy—without losing the organization’s historical roots.
Solution
Led an end-to-end rebrand anchored in deep stakeholder interviews and a cross-board discovery process. Key deliverables included: - New brand identity: comprehensive logo study, redesign, and updated visual system - Narrative overhaul: clarified mission, story, and positioning to unify board and membership - Digital refresh: modernized website experience and updated brand applications - Multi-part PR rollout: a coordinated announcement sequence designed for momentum - Flagship brand video: scripted, produced, and delivered a human-centered film to relaunch the association
Result
The flagship video shattered organizational records with 19K views (up from the previous high of 1.6K). The rebrand sparked proactive membership inquiries, strengthened industry credibility, and repositioned AEHADA as a forward-driving convener in the healthcare data and analytics space.
