Defining a new brand platform that capitalizes on the strengths of Sheltering Arms and VCU Health as they merge to create a new state-of-the-art institute

Business Challenge

Two legacy brands, Sheltering Arms and VCU Health were merging to create a new state-of-the-art institute. Capitalizing on the strengths of both brands, our goal was to reposition the joint-venture as a new leader in the science of recovery.


Big Red Rooster developed the Sheltering Arms Rehabilitation Institute beginning with a new name and strategic brand platform to position the center as a leader in advanced technology, research, and evidence-based clinical care. Born of each organization’s unique equity, reputation, and core strengths, we defined a new brand purpose: The Relentless Pursuit of Recovery. A brand narrative, signage system and environmental queues were all developed to support the creation of this powerful new joint-venture.

Constructed the 114-bed rehab facility on 46 acres in Virginia’s West Creek Medical Park


Opened its doors to patients who have survived strokes, spinal cord or brain injuries, as well as those in need of general rehab in June 2020.

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