Aramark Healthcare

A division of Philadelphia-based Aramark Corporation, Aramark Healthcare offered food, facility and clinical technology services to hospitals, health systems and long-term health providers.

Aramark Healthcare was challenged by a market perception – that it only providing food service — and a lack of awareness of their other service offerings. In addition, the company’s services were viewed as secondary to the healthcare delivery process.

We repositioned Aramark Healthcare to the C-suite as more than a commodity, but rather a provider of critical services that impact the key outcomes of the hospital. Our integrated brand strategy —“It’s all connected.” reinforced the fact that care and non-clinical support services are interdependent. Our thought leadership initiative in collaboration with AONE not only gathered valuable data to support our platform, but allowed Aramark Healthcare to develop innovative approaches that extended its value to the clinical teams.

To engage employees and launch the brand internally, we created the I Impact initiative which changed employee perceptions about their role in the care process. We then teamed up with human resources to infuse the new brand into all recruiting, training and onboarding programs .

Services Performed:

  • Immersive Research
  • Brand Strategy & Positioning
  • Naming & Architecture
  • Corporate Identity
  • Cultural Transformation
  • Brand Launch & Activation
  • Thought Leadership Platform
  • Core Story & Messaging
  • Sales Strategy

There was never any we/they with HBG – they earned the right to be a part of our team, delicately balancing the trusted role of outside advisor with the passion as if our business was theirs.

- J.J. Cutler / Former Executive Vice President