When your name already carries the region, brand work must move hearts and market share. Willis Knighton Health needed a platform and identity that honored 100 years, and equipped the next 100.

A century-strong brand at an inflection point

Willis Knighton entered its centennial as the community’s default choice, and a competitive bullseye. Competitive expansion and new alignments threatened consumer loyalty. The moment meant crystalizing why WK leads and showing how they are built to lead what is next.

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Need

Protect leadership by unifying promise, identity, and proof

We had to convert legacy trust into a sharper, system-wide story: a clear platform, an identity evolution beyond “Health System,” and a campaign arc that balances a nod to the past with looking ahead. The team at Willis Knighton has worked very hard, but recognized the need to create space to elevate service lines as category leaders.

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Answer

Brand platform first, identity evolution next

We anchored the brand in a concise platform and brought it to life through a modern identity and planned rollout.

  • Platform. Positioning WK as the regional healthcare leader and cornerstone of the community, a pioneering brand essence and a core promise to keep: “Building on a century of commitment to elevate the health of our region.” Go-to-market pillars: Advanced Technology, Comprehensive Services, Commitment to Excellence, Patient-Focused, Community Partner.
  • Identity. Shift from Willis-Knighton Health System to Willis Knighton Health, with a refreshed logo that can signal breadth beyond brick-and-mortar and avoiding “outdated” cues. A pragmatic 3–5 year plan to make demonstrable differences.
  • Campaign arc. A 12–18-month journey from centennial launch to “a world of good”, enabling service-line proof (Cancer, Women’s, Ortho, Heart, Physician Network) and stage-based measurement across the funnel. Early feedback and testing showed the intentional refresh was well received by employees and the community.
  • Audience lens. Creative and channel choices reflect the DMA’s core population, grounding the brand in real community voice.
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Ten Adams provided outstanding support for our rebranding and 100th anniversary, helping us to reflect on our past and position us for the future.

Marilyn Joiner

Director of Marketing & Communications

Willis Knighton Health

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What if a century of trust could propel a world of good, every day?

We made the brand the hero, then attached simple, service-line proof to it, 
so every touchpoint signals progress people can feel.

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Proof

Leadership clarified, momentum organized

  • Market leadership, quantified. BPI 42.8 (WK) vs <36.4 among local competition. Top-of-mind recall 53.6%; preference 46.9%; easiest-to-reach 55.6%. The platform and identity codify why.
  • Name & logo evolution with rationale. Dropping “System” broadens meaning; change combats “outdated” cues; 3–5 year rollout optimizes downstream activation spend.
  • Campaign continuity. Defined path from centennial to “a world of good.” KPIs and service-line storytelling keep the brand present and progressing.
  • Community fit. Audience-first planning reflects local composition and values; the refresh drew strong internal/community reception.