Advocate Healthcare Branding and Wayfinding

Advocate Healthcare’s faith-based, values-driven brand is an important differentiator in the marketplace, and maintaining the long-term integrity and value of the brand is critical to its growth. Recognizing the need to connect its diverse network of buildings, Advocate engaged Gensler to develop consistent branding and wayfinding guidelines to support the extension of the brand. Taking a holistic approach to integrate the organization’s emotional and spiritual sides with practical design solutions, Gensler proposed a system of branded signage around the concept “The Light Within,” signifying the faith-based care that shines through every Advocate facility.