Inside the Brand Refresh That Prioritized Staff as Much as Strategy

One of the most compelling reasons for a brand refresh? When the company quietly outgrows its old story. The visuals feel dated, the messaging no longer reflects the strategy, and what once felt right now feels limiting. That’s when the real work begins, especially if you’re designing a brand that resonates just as much inside the walls as it does outside. Harmony Healthcare IT had expanded fast. New clinical offerings. More staff. A bigger presence in the market. But their brand hadn’t kept up. So VP of Marketing Erik Johnson and Director of Marketing Amy Holmes led a full brand refresh—designed to resonate as much with staff as with prospects. In this podcast, they break down how they aligned leadership, created momentum, rolled out the brand internally with “Swag Friday,” and treated the refresh as a multi-phase journey—not a one-day event. If you're navigating brand evolution in a complex healthcare org, this one’s for you.