Helping a new brand make a big splash—and keeping its signage cloaked in secrecy ahead of the big launch.

Two health systems on the Delmarva Peninsula joined forces recently and Takeform was there to help them announce their new, unified identity to the world in September 2020. Peninsula Regional Health System in Maryland merged with Delaware-based Nanticoke Memorial Hospital and rebranded under the name TidalHealth (the two hospitals were renamed TidalHealth Peninsula Regional and TidalHealth Nanticoke, respectively). The united organization has more than 5,000 employees and 250 providers across four campuses and 35 satellites—all of which required complete rebranding.

A vast new health system. Four large campuses and 35 offsites – needed comprehensive branding, wayfinding, exterior and interior, and to bring the new brand story to life.

The Takeform team used the graphic elements to extend the brand identity in every direction.

A new master brand.

Takeform worked closely with both the TidalHealth team and their branding partner, to implement the new identity system. The TidalHealth name reflects the area's geography and had a connotation of steadiness—a health system as reliable as the daily tide. Along with the name, the graphic elements and messages of the master brand are intended to be approachable and clear. TidalHealth wanted to convey accessibility for everyday people to evoke a fresher, more helpful tone. The signage guiding visitors through their spaces needed to do the same. Simple. Meaningful. Functional. That's where we came in.

A confluence of people and care.

The logo is aptly referred to as the “confluence" because it echos the Delmarva Peninsula: a place where rivers, oceans, and coasts all meet. With a color palette inspired by coastal terrain, the confluence represents where different forces come together, just as TidalHealth brings people together in a new, comprehensive healthcare model.

A top secret mission.

TidalHealth wanted to keep the new brand under wraps—literally—until their big brand reveal September 1st. Our team not only fabricated and installed their exterior signage at a breathtaking pace; we also devised a plan to conceal every piece of it with protective coverings that would prevent the public from peeking.

The big reveal.

Takeform spent three months planning the logistics of unveiling the new brand on exterior signage. We also worked with TidalHealth on the logistics of the reveal itself: how to choreograph the unveiling of a large skyline sign—this one (above) built from our Ethos product line—yet to be installed on the building.

“We helped the client put together their press conference September 1," says Takeform project manager Andrea Guzman. “We built a temporary display stand and covered one of the skyline signs we hadn't installed yet and had TidalHealth executives unveil the sign at the press conference."

What's next.

TidalHealth is now focused on rolling out their new brand to all of their interior spaces. Takeform is creating comprehensive design standards they can use for both interior and exterior signage to ensure consistency throughout their many locations.