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Sparrow: Internal brand launch

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  • Sparrow: Inspiring culture change
  • 10,000 people working together has the potential to make a big impact. This was the case for Sparrow, a Michigan-based health system, aspiring to make their community healthier.
  • The challenge
  • Through years of growth and acquisitions, Sparrow’s internal culture was fragmented. We were engaged to create a campaign that would drive culture change and unify the staff towards a common goal: making healthcare simpler.
  • A vibrant introduction: A visual language comprised of thousands of arrows moving together was developed to represent the unification of the organization.
  • Getting attention: Large-scale wall graphics were installed overnight across all of Sparrow’s facilities.
  • Spreading the word: Rather than a traditional brochure, employees received sets of bound cards telling the story of the new Sparrow brand in an unexpected and exciting way.