caring for our way of life

Horizon chose L&S to rebrand the system’s medical, dental and behavioral health clinics across the state, creating a modern, vibrant brand that embraces all the best of Horizon Health.

Along with a new logo came a new brand position. While some healthcare systems may have more locations in more populated areas, we know that no one cares more than Horizon Health. That’s because Horizon’s mission isn’t only to take care of patients. It’s to take care of small communities, ensuring every patient has care close to home with a provider who understands their way of life. It’s why Horizon Health chooses to stay in rural South Dakota and nowhere else. That commitment isn’t just admirable – it’s critical to keeping families and our state healthy.

To bring the new brand to life, our team road-tripped across South Dakota, documenting life in Horizon communities through photography and video. These elements made up a diverse mosaic of patients who all share one thing in common – a rural way of life that’s deeply personal and uniquely South Dakotan.

In addition to a paid media launch, the campaign was shared internally with Horizon employees and community leaders, signaling a new dawn for rural care and a renewed commitment to caring for our way of life.