Union Hospital's $185 million East Expansion was a massive new presence on the horizon of Terre Haute's north side, but more than that, it was testimony to the hospital's commitment to provide the best in patient care, comfort and safety to the Terre Haute community. While preparing for the expansion's opening, the hospital confronted a major identity issue. The community had named Union Hospital first overwhelmingly in consumer top-of-mind awareness studies, yet the hospital's brand had inconsistent looks and applications. For example, many did not connect West Central Community Hospital with Union Hospital, even though Union had managed and then owned the facility since the mid-1990s.

As plans developed to freshen the hospital's visual identity, the first step was to create a common architecture so the community could easily recognize the provider. Initially the name of West Central Community Hospital was changed to Union Hospital Clinton. Next, all hospital services were aligned under a new logo, the first major identity change for the hospital in 30 years. In the logo selection process, employees were asked to vote for their favorite of two logos proposed by MillerWhite. In the winning logo, the graphic symbol, “UNION,” represents the hospital rising above the horizon, which is the slight curve adding visual interest and suggesting that the hospital is continuing to grow and advance.

As it was implemented, the new logo became the umbrella brand for all of the hospital's services. MillerWhite devised a brand architecture using a tier system to indicate how the services will be identified and providing precise, clear communication that will expand the power of the brand almost exponentially with its frequent and repeated use.