To help fuel its growth, Northwestern Lake Forest Hospital wanted to grow its patient base. Specifically, it wanted younger families with children to choose it and its related outpatient services for emergent and preventative healthcare.

The hospital itself was revered for its history and hundreds+ years of service to the community. Yet in recent years, it had not upgraded its facilities, recruited new physicians or marketed its capabilities well. The result? An aging patient base, despite offering a state-of-the-art maternal health facility.

As one tactic within a comprehensive rebrand program, Smith revamped Health Report, the hospital’s quarterly magazine. With its relaunch, we focused on bringing local family’s healthcare stories to life. The publication’s editorial focus and magazine design were designed to work as a community outreach vehicle targeting both new and established area residents.

To support Lake Forest Hospital’s move to more of an outpatient service model, Smith developed LiveWell, a healthy-living initiative (this was before every other health organization starting using the word “well”). The wellness and prevention campaign was integrated across the web site, marketing collateral, magazine articles, advertising, nutritionist-developed content, the hospital’s mobile Care Coach, and more.

For more than a decade, Smith has crafted each issue of the Investment Strategy Annual, LaSalle Investment Management’s flagship research report. To encourage readership among the report’s sophisticated audience, a collection of custom illustrations, real estate and metaphorical photography, and sophisticated chart styles are used to add visual interest and further dimension to the high-level investor content.

As part of Smith’s global rebrand work for DTZ, a $2 billion commercial real estate firm with strong brand recognition in Europe and Asia, environmental branding efforts included the creation of interior brand and signage standards. For corporate headquarters, modern brand elements, including the logo, DTZ “Edge” graphic element and visionary statements, were applied to lobby areas.