How does a hospital association for one region of one state become a leading catalyst, linking the greater community for the greater good? And how do three separate business affiliates coalesce as a convener for individuals, companies, organizations, educators, thought-leaders and influencers, media and municipalities — all coming together for the well-being of people, communities, and society?

That was the challenge for our client — then called The Center for Health Affairs — and Innis Maggiore, America’s #1 Positioning Ad Agency. We knew it was more than renaming; we didn’t think it sufficient to call it a rebranding; so we bestowed upon this multi-year journey a reawakening.

Our rallying cry became, “WE ARE ALL ONE LIMITLESS LINK,” summed up with the themeline, “WellLink transforms the well-being of people.” The client and the agency motivated ourselves — and the resulting organization — by stating that, “Together we reach farther, aim higher, unify better, and accomplish more.”