Beth Israel Deaconess
Medical Center


The Beth Israel and New England Deaconess Hospitals merged to form BIDMC. When the BIDMC announced a $600 million capital campaign called State of the Art Humanity, it was the hospital’s most ambitious fundraising initiative to date. However, there was no institutionalized brand positioning for the new entity to support and guide elements for a capital campaign.



In order to create the ‘meaning’ of the State of the Art Humanity campaign, a brand positioning statement was designed to further define key audiences, a brand promise, and the unique benefits donors would experience by supporting BIDMC.

An Editorial Voice was also created - composed of Key Messages, a distinct Vocabulary, and multiple Taglines - to support campaign ‘language’ fundamental to educating and encouraging potential donors.