Tampa General Hospital | Bringing a “mature” system into the modern world

Giving an 87-year-old hospital system a new life.


Tampa General Hospital has a long history which gave it a reputation which was old and traditional. With new products and procedures being launched, they needed a fresh, modern rebrand.


We used a clinical psychologist to discover the deeply held feelings and beliefs about the hospital. People told us TGH made them feel heroic and somewhat invincible. We used this to revamp and refresh the brand by creating a new organizing idea: Live Fiercely. The idea encouraged people to live life to the fullest. We then combined it with a fresh brand look and feel. This helped us tell the TGH story in a fresh and compelling way across many media channels.


A rebrand that has a vibrant energy and feeling.