Case Study: UCSF unites its teams with Tolleson’s brand implementation

UCSF unifies 20,000 employees with Tolleson

The customer, UCSF, a world-renowned public institution in health and science, faced the challenge of unifying its many independent departments and complex web of research labs, hospitals, and educational facilities under a single, cohesive brand identity. To stand out in the competitive Bay Area healthcare market, they partnered with the vendor Tolleson for brand implementation services, including positioning, visual identity, and a go-to-market campaign.

Tolleson's solution involved extensive internal research to understand what unites people at UCSF, culminating in a new brand architecture and an internal "One UCSF" campaign. By capturing the profound pride and shared purpose of its 20,000 employees, Tolleson delivered a versatile brand system that was fully embraced. The results included a reinvigorated sense of internal pride, enterprise-wide adoption of the new identity, and the launch of a digital portal to help implement the new system across the entire institution.

UCSF