The Outer Banks Hospital (TOBH) opened its doors March 2002 in Nags Head, North Carolina. Over the next two decades, hospital services grew as well as the number of associated physician practices. While the brand equity was solid, the identifying mark and name needed to better reflect the wealth of resources offered to the community.

I led the effort to refresh the brand while keeping a clear connection to the original mark. By conducting surveys and focus groups with key stakeholders, team members, community leaders, and residents, it was clear there was a definite need to update the organizational brand. In partnership with the Franklin ST agency, we developed the new mark and created a strategic approach to announcing and implementing the new name and visuals.