Case Study: VCU Health System achieves system-wide brand governance and consistent brand adoption with BEAM

VCU Health System - Customer Case Study

VCU Health System faced inconsistent brand use and a perception of its marketing team as the “brand police,” struggling to move from static PDFs to a living, system-wide identity during a major rebrand. To address this, they partnered with BEAM to deploy an online brand center platform that could serve as a dynamic, central source for guidelines, assets and training.

BEAM’s brand center provided Single Sign-On access, built-in reporting to monitor usage, a brand architecture section to clarify legacy names, and a helpdesk to reduce email requests, helping shift perception to a more service-oriented “brand concierge.” The solution improved consistency across locations, supported the system-wide rebrand launch, cut reliance on printed brand books and inbox troubleshooting, and even prompted the university to adopt a BEAM brand for its own use.

VCU Health System

Cynthia Schmidt

Chief of Marketing