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Tufts Medicine – Mission, Vision, Values

Building a system-wide brand house from the roof down

Transforming a collection of independent hospitals into a unified health system wasn’t just an operational shift—it was a storytelling challenge. Legacy programs, disjointed brands, opposing values, and fragmented strategies and priorities gave way to a single, cohesive brand house. Through a carefully curated visual system—custom graphics, iconography, and interactive experiences—abstract strategies were brought to life and made accessible. Every touchpoint, from screensavers and onboarding materials to goal setting and performance reviews, became an opportunity to reinforce the organization’s mission, vision and values. The result: a visually connected, emotionally resonant internal brand house that helped employees see themselves as part of one purpose-driven system.

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Introducing the mission, vision and values

Connecting the mission, vision, values to strategic priorities and goals

Animation: Super Sweet

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Spotlight, the employee recognition program

Laptop Mockup

Animated powerpoint showcasing employee recognition participation

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