Name Launch Booklet
Role — Illustration, Design
Client — Corewell Health
Agency — Baas Creative
Year — 2022
After the new name launch, the merging of Michigan's two largest hospital systems posed many questions. These questions arose not just within our communities, but internally from the workforce: What does the new brand name mean? What should it mean for me?
With the goal of inspiring clarity and confidence in the new name, we created a booklet that addressed these big-picture questions in a simpler, pocket-sized way.
The booklets were distributed to healthcare team members by brand ambassadors, who were able to answer and hold space for open conversation surrounding the new name.
All work is owned by Baas Creative and Corewell Health.
Creative Direction: Mark Baas
Assoc. Creative Direction: Aaron Bragdon
Art Direction: Camilla Dorinsky
Copywriting: Carolyn Baas
Illustration, Design: Laura Bosscher