Rosalind Franklin University

Finch University / The Chicago Medical School had a new leader with a big vision. He believed genomic research was the future of medicine. Finch needed a new name and brand that would reflect its vision to transform medical education, attract researchers and students, unite the four schools that comprised the university and transform an entire institution.

When Health Brand Group began working with Finch, we got the sense that there was more to their story than they realized. Their focus on the human genome and the role of DNA was compelling. During our research and discovery, we happened upon a book celebrating the 50th anniversary of the discovery of DNA.

And there she was: Dr. Rosalind Franklin. We knew instantly that she would be the new namesake for Finch University.

The brand platform was inspired by Franklin’s life—“A life in discovery.” Franklin’s work became a symbol for every student, teacher, researcher and employee of the institution.

To launch the brand, we introduced Rosalind Franklin to the world—celebrating her life with a historic naming ceremony and day of events. And we applied the new brand to all aspects of the organization, from recruitment materials to donor programs.

Services Performed:

  • Immersive Due Diligence
  • Brand Strategy Development
  • Naming & Brand Architecture
  • Graphic Identity & Brand Design
  • Core Story & Messaging
  • Internal & External Brand Launch
  • Thought Leadership, Public Relations & Special Events
  • Physician/Professor Recruitment Strategy

HBG was a major part of who we are today and we remain grateful for all your support.

- Michael Welch, MB, ChB, FRCP / President & CEO