The Challenge

In one of the country’s most competitive healthcare markets, Main Line Health stood out by championing a simple idea: care should feel human. Their “Human Care” platform — rooted in personal, relationship-driven service — earned deep community trust. But post-pandemic, as demand for empathy surged, competitors began echoing similar language, and years of paused production left MLH with fewer tools to differentiate. The brand needed to evolve — honoring its legacy while deepening emotional relevance in a landscape flooded with sameness.

The Insight

Trust isn’t built through clinical claims or polished scripts. It’s earned in the small, honest moments that reflect how care actually feels. To keep “Human Care” meaningful, the brand had to show how its relationship-based care model serves the lived experiences within their communities.

The Approach

We reaffirmed MLH’s promise by leaning into lived-experience storytelling — capturing not just moments of expertise, but the everyday humanity behind them. From body positivity to LGBTQ+ representation and cultural nuance, every decision was made to quietly say: we see you.

Over two major shoots, we built a flexible photo and video library across five key service lines, paired with updated visual systems and brand tools to help teams apply the work consistently. The evolved look was brighter, more inclusive, and built to scale — so Human Care could show up anywhere, with heart and clarity.

The Impact

The refreshed brand has reshaped perceptions and strengthened MLH’s standing — topping Penn Medicine in patient loyalty, claiming the #1 spot for personalized care, and lifting perceptions of overall quality (NRC Health, FY24). Breast cancer campaigns helped drive a 183% increase in traffic and a 58% lift in conversions, reinforcing the power of emotionally grounded creative to drive both brand affinity and action. These gains signal a decisive local shift — and prove that when human care shows up with clarity and consistency, it builds trust that performs.