Phoebe Putney Health System Launches Rebranding Campaign; New logo and tag line "a better way" introduced

ALBANY — Phoebe Putney Health System revealed Tuesday the first change to its logo and brand in more than 25 years, with Phoebe officials saying that the campaign is designed to symbolize the re-emphasizing of its commitment during changes to the health care landscape.

The rebranding also is designed to create an image they say is more consistent with the 35-county impact Phoebe has reached in those two and a half decades.

Joel Wernick, President/CEO of the Phoebe Health System, introduced the core elements of the new Phoebe brand, including a redesigned logo — which still somewhat incorporates the heart symbol long used in Phoebe’s logo — and a new slogan, “a better way.”

In the weeks to come, Phoebe officials are planning to roll out the system-wide rebranding campaign to the communities it serves — including car magnets, print advertisements, TV spots, banners, billboards, new signage and flags on hospital grounds. Some of the elements of the campaign were seen immediately upon Tuesday’s unveiling, including the uncovering of some of the new signs outside Phoebe Putney Memorial Hospital.

Immediately before his remarks, Wernick was seen using a selfie stick at the podium, illustrating that times have changed.

The heart logo has been part of the Phoebe brand for decades. While it has been the cornerstone of the image Phoebe has projected, the need for a change was evident to those with the Southwest Georgia health care system, the CEO said.

Part of the change was to acknowledge that the system now is largely known by a single word — Phoebe.

“The need to consider to do things differently is very important,” Wernick said. “We continued to grow and became a system, a system with more than one hospital.

“Our name morphed along the way, and it evolved into a new brand. One thing that hasn’t changed is our commitment to patients.”

The evolution is a culmination of more than a year of research conducted through focus groups, including Phoebe employees and more than 100 community representatives, Phoebe officials said. The logo, with its “eternal cycle,” colors and font are designed for interpretation as a symbol of unbroken support for the community and the balance between innovation and patient-centered care.

Gwen Collins, ostomy care specialist with Phoebe Wound Care Center, grew up in Albany, and by extension, with prior Phoebe brands. She said she was excited about the new brand — which impacts staff, board members and patients alike — and what it implies.

“We are all focused on the same thing,” she said. “We are a team.”

Lacy Lee, a retired Phoebe employee who now serves as a volunteer, saw the rebrand as an opportunity to build on the visible impact of the public’s connection to Phoebe. She saw that opportunity not just as a former employee turned volunteer, but as a lifelong resident of Southwest Georgia.

“(The rebrand) gives a better way to engage like never before,” she said.

Dr. Chip Moree, an anesthesiologist at Phoebe Pain Management Center, described the new image as a step into the future and creates an expectation for the health system — adding that he was glad to see it come forward before his retirement.

He played on the line “This is not your dad’s Oldsmobile.”

“This is not your dad’s hospital,” Moree said.

The “a better way” slogan is intended to speak to Phoebe’s vision and promise to create new, smarter pathways to enable and deliver quality, compassionate care, Phoebe officials said.

Employees will also be provided new badges, and the system’s website will be rebuilt with a look consistent with the rebrand and launched in late March.

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