CenterLight Health System

When launching a rebranded, noteworthy institution, it’s a privilege like none other.

Beth Abraham is one of New York’s storied healthcare brands. Its multiple locations in the New York metropolitan area have become part of the fabric of the neighborhoods and ethnic communities they serve. Known for its unwavering commitment to providing quality healthcare since 1920, Beth Abraham has over 4,500 employees serving more than 7,000 individuals each day in over 40 locations.

Recent regulatory changes in the New York health care market have made for a more challenging business environment, one in which Beth Abraham has to adopt a more aggressive posture to attract and retain patients and staff. As a result, the leadership team at Beth Abraham decided it was time to create a single, unified brand that could help make the organization more competitive in the markets it serves.

After creating the CenterLight name and identity, Beth Abraham turned to Brandlogic to help bring the new brand to life by enhancing, managing and implementing the branding program.

Over the course of six months, the Brandlogic team lived onsite to help CenterLight manage implementation of the program up to and including the Day One launch. In addition to onsite project management, the Brandlogic team worked closely with CenterLight to extend and enhance to the overall brand expression.