Gateway Health:

Wholecare Brand Identity

Client: Gateway Health (acquired by Highmark Health)

Role: Creative strategist, copywriter. Developed new voice and tone, brand mission and positioning copy, and campaign copy.

Year: April 2022

For this project, our team was tasked with rebranding a healthcare giant from the inside out, post-acquisition.

To do so, we built an entirely new brand, called Gateway Health— focused on equity and the concept of “wholecare”.

What is Wholecare?

Simply put, Gateway Health believes that healthcare goes beyond doctors, medical appointments and trips to the pharmacy.

Wholecare isn’t just a brand identity. It’s a purpose-driven operating model that considers the whole person and the social determinants that impact them— and their access to quality healthcare.

We started from the ground up, redefining their values, vision, and mission. 

From there, we created a human-centered brand proposition that set a new standard for the industry by introducing a new kind of care—Wholecare.

To gain market share and employee engagement within a crowded market, we needed to stand out.

This meant developing a brand identity and communications that not only appealed to consumers seeking a new model for healthcare, but engaged current and prospective employees with many options at their fingertips as the world continued to reel from the COVID-19 pandemic.

The result?

Internally the rebrand was a major success, reinvigorating employees during a time of uncertainty in the broader healthcare sector.

We also saw an immediate impact with potential consumers.

Within six months we saw an increase of 30,000 new Medicaid members, 35 percent more website traffic, and a 200 percent increase in social followers and impressions. 

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