Sanford Health

Sanford Health and MeritCare Health System merged in 2009, resulting in the largest not-for-profit rural health care provider in the nation. They called upon Capsule to guide the formation of the new brand, knowing they had to get it right. Stephen Wilson, Sanford's Creative Strategy Manager said, “We turned to Capsule for their expertise in uniting and developing brands."


Bringing two brands together involves much more than just combining two companies. A brand can be thought of as a personality, or a reputation, and so it’s a process much more complex than it may appear. “When Sanford and MeritCare merged, we knew our two health systems, spanning 130,000 miles over five states, needed to enter the national marketplace with a new brand,” said Stephen Wilson, Sanford Health’s Creative Strategy Manager.


A new signage system was developed by Capsule to unite the visual brand for all Sanford institutions around the country.



"To make our new brand live, we knew we needed to own it. The end result is work we are proud of, but, more importantly, we have a brand that honors our legacy, resonates with our stakeholders and positions us for the future. We have Capsule in large part to thank for that success."

Stephen Wilson, Sanford Health’s Creative Strategy Manager


The result was a new mark design that honors the legacy of both brands. A new communications system as well as an automated marketing platform gave Sanford all the tools they needed to engage their diverse audiences.