Giving an identity to a new healthcare offering.

Creating a brand for a new hospital service line that aligns with corporate rules and local guidelines is no easy task. When St. Luke’s University Health Network wanted to launch DNA Answers, a groundbreaking community health research program, they needed a fast, impactful brand strategy. The St. Luke’s internal marketing team partnered with Lehigh Mining to bring the brand to life. Co-sponsored by genomics company Helix, DNA Answers helps individuals understand how their DNA affects their health. We developed the name, logo, and a multi-channel campaign—spanning digital, print, direct mail and social media—to engage the community.