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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.

Solution

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.

NEW_INVITATION
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Interested in learning more about this project and other work? Get in touch

Columbus

121 Thurman Avenue
Columbus, OH 43206
614-607-7900

Atlanta

956 Brady Avenue NW
Suite 400
Atlanta, GA 30318
470-378-3300

Boston

500 Cummings Center
Suite 2500
Beverly, MA 01915
614-607-7900

Phoenix

51 West 3rd Street
Suite 201
Tempe, AZ 85281
480-626-6304

New Jersey

8 Campus Dr
Parsippany, NJ 07054
614-607-7900

Chicago

200 E Randolph St.
Chicago, IL 60601
614-607-7900
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