New Brand and Website Unite Legacy and Vision for SwedishAmerican Health Foundation

SwedishAmerican Health Foundation selected Chartwell Agency to develop a comprehensive brand design and deliverables. It was important for the Foundation to honor the legacy and innovation of SwedishAmerican while shaping the future-focused narrative of UW Health. A rebranding was also an opportunity to reintroduce the organization to the community.

Leveraging its expertise in branding, Chartwell Agency began the process by collaborating with key stakeholders to develop a brand message that drove clarification around the value and purpose of the SwedishAmerican Health Foundation.

Next, the firm developed a new brand identity which consisted of a logo, primary and secondary color palette, and brand standards. The final brand was an abstraction of the Shield Knot symbol, which the Swedish call the Sankthanskors, and represents protection, love, and infinity. The firm used the legacy line work from SwedishAmerican and a gradient of UW Health red and blue and SwedishAmerican purple to pay homage to the past and the new blending of the future.

With a new brand identity and messaging developed, Chartwell Agency developed a website designed to engage with current and prospective donors, influencers, and community members by sharing information on health system investments and how the donations impact real people.

The website content was developed to be educational, yet emotional, to entice visitors to contribute to the initiatives and opportunities that support UW Health facilities, programs, and services in northern Illinois. The web design included a user-friendly navigation for visitors to intuitively find information. In addition, the site leveraged and further explored applications for the new brand, coupled with strong imagery and calls to action.