Case Study: HIA Health Rebrand
Hospice of the Red River Valley, well-known for its hospice care services in the Red River Valley, faced a challenge: its name and brand no longer reflected the full spectrum of services it offers and where they are offered. Through their sister organizations, House Calls, Heirlooms Thrift & Gift, and Heather’s House, their services have grown to include primary care, palliative care, an upscale resale store, a hospice house, and more.
Despite strong clinical outcomes, community recognition in their service area outside of the Red River Valley was limited, along with the full scope of services they could provide across the care continuum.
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The Brand Challenges
Outdated Brand Perception
The term hospice suggested end-of-life care only, limiting referrals for earlier support.
Fragmented Identity
Inconsistent messaging and visuals across teams and materials.
Expansion of Services
A broader, whole-person approach required a brand that could evolve with the mission.
Our Strategic Approach
1. Discovery & Brand Audit
- Conducted stakeholder interviews with staff to gather internal and external perceptions from the communities, patients, and families.
- Reviewed internal strengths and weaknesses along with audience segmentation.
- Reviewed competitor branding and market positioning.
- Identified the need for a unifying brand that emphasized compassion, action, and continuity of care.
2. New Brand Identity
- New Parent Brand Name: HIA Health — emotionally resonant and inclusive of all services.
- New Sister Organization Names: HIA Hospice, HIA House Calls, HIA Heirlooms, and HIA Heather’s House.
- Tagline: Hearts In Action
- Visual Identity: Symbolic colors, a logo honoring legacy and resembling teamwork, and authentic photography all representative of compassion, unity, and care.
3. Rollout Plan
The rebrand rollout began with public teasers like “Something big is coming soon!” followed by an internal launch featuring an all-staff gathering to improve morale.
On launch day, updates were made across the website, social media, and office signage, supported by targeted mailings to key parties.Â
A press release was sent to over 450 media contacts, with exclusive interviews arranged for key outlets.
The launch was further amplified through a multimedia advertising campaign and community events.
Key Takeaways
- A successful rebrand starts with listening to both internal and external voices.
- Strategic rollout and messaging consistency were essential in retaining trust.
- The new brand provided flexibility for future growth without losing a connection to legacy.
Outcomes (1 month after)
- Staff engagement rose due to pride in the new identity.
- 22% increase in press release open rate (from average)
- Increased total social media following by 165
- Improved awareness in communities outside of the Red River Valley.
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