Tennova Healthcare
BSG Partners brought me in to help launch a newly merged healthcare system made up of several regional hospitals. The challenge was to introduce the new brand in a way that felt optimistic, authentic, and deeply connected to the local community.
Understanding the region’s strong faith-based values, love of football, and the momentum created by the merger, the idea landed instantly: IT’S GOOD. Simple, positive, and unmistakably local.
The campaign featured real people from the community, shot low and strong with arms raised in a touchdown pose—a visual shorthand for hope, momentum, and a fresh start. The client said “Sold” before the pitch even began.
IT’S GOOD continues to be Tennova Healthcare’s mantra today, embraced by both employees and the communities they serve.
