THE ONE
How do you rebrand and show up as ONE?
A trusted local brand. A powerful national connection. ONE idea that brought them together.
THE IMPACT
#1
Mover in Most Human Brand rankings, climbing 61 spots in 1 year
10,000+
Media placements
30+
Community activations
7M+
Video views from the mural artists series
THE CHALLENGE
Unify Denver’s HCA Healthcare facilities under ONE trusted name.
HCA Healthcare had made the critical decision to rebrand its Denver system—HCA HealthONE— under a singular HCA Healthcare brand, entailing a major investment, impacting facility signage and design, employee experience, patient communications, and beyond. The organization needed a strong platform to bring it all together. Concurrently, our research revealed a critical disconnect: while patients increasingly sought the security, convenience and trust of a comprehensive, connected healthcare system, many did not realize that some of Denver’s highest-rated hospitals, physician practices, freestanding emergency rooms and other care sites were all part of HCA Healthcare. Even some colleagues did not fully recognize the connection. Without a unified identity, the Denver system was missing opportunities to strengthen patient confidence, reinforce referrals across the network and fully leverage the reputation of one of the nation’s leading healthcare systems.
OUR APPROACH
We built on local trust while making the power of the larger network visible.
The ONE campaign was built around a tension every healthcare audience feels: the desire for a personal, trusted caregiver relationship, paired with the confidence that comes from a larger, well-resourced system. THE ONE delivered both — positioning HCA HealthONE as the ONE who cares for you personally, strengthened by the scale of HCA Healthcare.
“ONE” became an idea that could bring together the personal and the powerful. The ONE who shows up for you. The ONE connected network behind you. The ONE healthcare system bringing it all together.
The new identity expanded the trust inside and outside the hospital walls.
Within the system, doctors, nurses and employees across Denver embraced The ONE — not just as a brand campaign, but as a shared purpose, connected to something larger.
Then we brought The ONE outside the hospitals and into the community, creating experiences that resonated with Denver’s unique culture. We secured the designation of Official Healthcare Partner of Denver Arts & Venues, amplifying HCA HealthONE’s presence in places aligned with creating a healthier tomorrow, including Red Rock Amphitheatre and other sites throughout the city. We partnered with Denver Parks & Recreation to engage local muralists in expressing what The ONE means to the community.
What began as a rebrand became a living expression of community commitment.
The platform was integrated into the fabric of the community.
An integrated media plan included broadcast and streaming TV to deliver emotional storytelling at scale, while paid social and digital extended the message across key touchpoints.
Community partnerships, including alliances with Denver Parks & Recreation, Denver Arts & Venues and Hudson Gardens — plus earned media from local activations — brought the story to life citywide.
And experiential activations, ranging from Yoga on the Rocks, park trail murals and the OneBeat Spotify playlist deepened community connection and gave colleagues a daily reminder of shared purpose.
Campaign activations
Our work works.
“By integrating our care sites more closely with HCA Healthcare’s national resources, we are enhancing the patient experience across Denver and the Rocky Mountain region.”
Chad Christianson, HCA HealthONE President and CEO
