Craig Hospital

When a brand is as strong and meaningful as Craig Hospital, the foundation to build for something greater already exists. COHN was tasked with uncovering those magic kernels within the Craig brand story to create a new brand campaign that could elevate Craig Hospital nationally and take the brand to places it had never been before.

For nearly three months, the COHN team learned everything it could about the Craig Hospital mission, history, people, points of distinction, service offerings, and more. We met with various groups across the clinical staff, business operations, the nonprofit foundation, board members, and patients—in all, 12 “brand discoveries” with different audiences—to better understand what makes Craig so special. In these conversations, several themes started to emerge, but none resonated more than the word “only.” For example, ONLY at Craig would the CEO be seen popping into patient rooms on a daily basis. Or the unique story about a patient requesting a rehabilitation falcon—this would ONLY happen at Craig. After dozens, possibly hundreds, of stories like this, a brand essence and campaign idea came to the surface: “Only at Craig.”