Coastal Healthcare Alliance

About This Project

To launch the merger of Pen Bay Medical Center + Waldo County General Hospital to the public, we brought forward the warmth of photography established in the two centers’ ad campaigns developed a year prior. To announce the new company—Coastal Healthcare Alliance—we emphasized the Midcoast as a location and designed the ads to instill confidence and calm at the corporate and departmental levels.


This second phase of branding for the co-managed hospitals included art direction of photography, copywriting, and evolution of the layout to reflect the new parent company; tagline theme development.