HCA Healthcare

Bridging Two Brands for Hope Fund Week

A campaign that kept an employee relief program recognizable while a corporate rebrand moved around it.

Client: HCA Healthcare · In-house
Type: Internal Campaign & Brand Integration
Deliverables: Graphic Design, Motion & Video
Credits: Kashia SpaldingDesigner for the Hope Fund team. Campaign identity, print, infographic, and video.

The Challenge:Two Brands, One Week

The Hope Fund is an employee relief program funded entirely by employee donations, and it had a visual identity employees recognized and trusted. HCA was mid-rebrand. Annual Hope Fund Week landed in the middle of the transition. Corporate wanted alignment. The Hope Fund team wanted to protect a brand employees already had a relationship with. Past campaigns had treated the two as unrelated, which read as disconnect.

A corporate rebrand in progress with no final system to build against
An established program identity employees trusted
Two stakeholder groups with opposing priorities
A history of campaigns that looked like they came from two companies

The Work

Facility Posters

Real stories from Hope Fund recipients paired with impact data, sized for visibility across healthcare facilities.

Facility posters

Infographic and Social

Data-light, emotionally strong, built to share internally and across social.

Impact infographic

30-Second Thank You Video

Text-driven, with key stats and a gratitude message.

Thank you video

The Results:A Reference Point, Not a One-Off

The campaign tied the two identities together without flattening either one. Posters ran across multiple facilities, and the video saw strong internal engagement and high completion rates. The approach became the reference point for how the Hope Fund and the corporate brand sit together.

Client feedback

This was the first time the Hope Fund felt truly connected to the rest of our brand. You kept the message front and center while making everything feel cohesive, warm, and clear.

Quick Answers

How Do You Bridge Two Brand Identities in One Campaign?

Audit both systems for where they already overlap, build the campaign in that shared space, and keep each brand's recognizable elements intact. The goal is one campaign that reads as both, not a compromise that reads as neither.