OrthoNebraska

Two partners, one path forward

For years, Nebraska Orthopaedic Hospital, the region’s first dedicated orthopaedic hospital and OrthoWest, the state’s largest orthopedic and musculoskeletal practice, pursued parallel paths. Each driven to offer leadership and outstanding patient experience, the entities began working together to enhance their services further.

However, the more their partnership grew, so did the confusion. Rebranding has a way of unifying two organizations under a common flag. Building the right name became priority one. We worked closely with leadership from both entities, fostering collaboration and walking them through the creation of the right name.

The name, OrthoNebraska, quickly rose to the top as it honors the rich history behind both entities while celebrating a shared vision. From there, a brand platform and identity were created. Throughout the process, careful consideration was given to effectively launching the newly branded partnership, first internally to unite everyone together, and then externally to generate awareness and confidence.

The OrthoNebraska logo supports the new identity and vision by representing a journey — two entities working together along parallel paths. The color palette reflects a positive, healing spirit, and the circular motion creates a sense of forward movement to support the new brand promise: Journey On.

Coming together under a single name simplified the patient experience, united two separate cultures, and cemented OrthoNebraska’s reputation as the region’s premier destination for orthopaedics.

Work we did:

• Research
• Brand strategy
• Brand architecture
• Naming
• Brand identity
• Launch tactics
• Signage and wayfinding
• Motion graphics
• Advertising
• Business collateral
• Digital media campaigns

When it became orange:

After the internal launch celebration, the CEO said to us “Thank you for changing the conversation about our brand.”