Renaming and rebranding are powerful ways to publicly demonstrate an evolving corporate mission or vision, and help build a new identity and associations in the minds of consumers.

To best reflect a new translational approach to treatment, the non-profit hospital Rehabilitation Institute of Chicago (RIC) built a state-of-the-art flagship facility in Chicago and a new brand identity, officially establishing the Shirley Ryan AbilityLab. The renaming was prompted by a generous gift from philanthropists Shirley and Pat Ryan, and by a desire to differentiate their revitalized care concept from traditional rehabilitation.

Korzenowski Design was selected to help develop and roll out the new AbilityLab brand. Environmental architects working on the new facility had already established the foundation for what would become the AbilityLab identity concept. Our designers extrapolated these visual elements and began creating the signature design and strategy for real-world and online marketing applications.

Working with the AbilityLab marketing team and established brand assets, our team developed a brand style guide, an expanded logo system and modular logo hierarchy. We designed communication for internal and external brand transition collateral and signage to keep all audiences keyed into the ongoing changes.

We developed a complete stationery system, including layout and printing of business cards, letterhead, envelopes, notepads and prescription pads, as well as a customized ordering and rapid delivery system to ensure all future communication would remain on brand and on budget.

To kickoff the brand announcement and grand opening of the new facility, we created and coordinated mailed invitations, email campaigns and event signage.

At a more granular level, our team branded AbilityLab’s assisted stairway control box; revised booklets, brochures and flyers; and updated vehicle wraps.

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ClientShirley Ryan AbilityLab SkyRise ChicagoServicesBrandingTagsbrand positioning, branding, print, design