We can.
Branding // Baas Creative
ACD // Idea Man // Writer // Co-Art Director
Corewell Health is Michigan's largest employer — the result of two major health systems merging in 2023. As the Creative Director, it was my job to uncover a collective mindset that 70,000 health care workers could all own, and 1.3 million patients could all share. We arrived at two words: we can. Because no matter what the challenge is, our response is always the same: we can.
Establish meaning.
To help explain what "we can" means and cement Corewell Health as THE leading experts, we proposed a series of huge questions they are bold enough to ask, and smart enough to solve.
Put it in context.
With the brand's mindset clearly defined, we put "We can" in context of patient's lives. I concepted and art directed the real patient photographs below.
Extend beyond the tagline.
A tagline can become a crutch, and clients can forget the bigger mindset it represents. To make sure the brand stayed fresh, I wrote a long list of bold headlines.
Rally the troops.
No brand can survive if its most important ambassadors aren't on board. To inspire their health care workers, we pitched a series of unapologetically cocky headlines and gave their employees some well-earned swagger.
Radio
Health care is unique. People will travel across the country to have surgery. So their radio needed to belong on the national stage. I wrote the scripts, directed the VO, and creative directed the production from start to finish, including music.