MONUMENT HEALTH

BUILDING A LASTING BRAND

Two nurses walking and talking in a hospital hallway with medical equipment on walls.

Monument Health

Brand Identity

Despite its position as a leading health system, Regional Health faced years of negative perceptions and brand baggage. But with new leadership at the helm, the system was making big changes — including its name and brand.

Over two years, L&S conducted research with patients, non-patients, physicians and stakeholders to gauge perceptions of the health system and carve out unique opportunities for the brand’s new image. Should we focus on innovation or quality? Community or compassion? On this foundation, we built the Monument Health brand.

A woman presents ideas on a board while five people listen and discuss in a meeting room.

Three easels with posters showing images, color palettes, and photos of diverse people outdoors.

BEHIND THE BRAND

The Monument Health name speaks to dedication and stability while linking the system to its iconic Black Hills surroundings. We crafted the logo from five building blocks, each symbolizing one of the health system’s key priorities. By coloring in the three central diamonds, we also paid a subtle tribute to the previous brand mark: the heart and cradle.

Text samples showing Eurostile Extended Black and Regular, Trade Gothic Bold Condensed, Gotham Bold, and Gotham Book.

A smiling nurse performing an exam and a patient.

A New Brand Takes the Stage

Large illuminated letters spelling THE MONUMENT on stage with two people clapping and smoke effects nearby.

When the time came for launch, we helped announce another milestone: naming rights for a new entertainment venue in the area, now branded as The Monument.

With the right research, direction and rollout plan as our guide, L&S helped Monument Health reposition its brand as a leader with a solid foundation of leadership and care.