Mass General Brigham

Mass General Brigham partnered with Lippincott to unify two of the world’s leading academic medical centers and a broad network of hospitals and care providers under a single brand. The goal was to create a clear and cohesive identity that could strengthen recognition across the system while preserving the reputations of Massachusetts General Hospital and Brigham and Women’s Hospital.

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Approach

Directed a multidisciplinary design team in partnership with strategy to develop a new identity that builds equity in a stronger Mass General Brigham masterbrand.

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Outcome

The new brand establishes a clear identity for Mass General Brigham and its network of hospitals, research institutions, and care providers. The design draws on the heritage of the founding hospitals, conveying excellence and care while creating a cohesive visual language for the integrated system.

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