Joerns Healthcare

B2B Brand Reinvention

Headquartered here in the Queen City, Joerns is one of the country’s largest healthcare equipment providers, and serves organizations across the continuum of care from acute care facilities to long-term assisted living. Joerns had grown for decades through the acquisition of smaller companies, and needed a more unified brand system to unite the company and support future growth.


  • This 100+ year old company was a cluttered house of brands – not a cohesive branded house.
  • Founded in 1889 as a furniture company, JoernsRC had a strong customer association with furniture – but not with sophisticated healthcare solutions.
  • The current brand did not reflect the company’s spirit of innovation and technically advanced products and services.


There was a powerful untapped emotional component underlying the Joerns brand: a people-centric focus on improving the quality of life for patients.

Every Joerns competitor told a product story, not a people story.

Decision makers at healthcare organizations need to save money, and the most effective way to do that is by improving patient outcomes.


Create a scalable brand platform that unifies a siloed company with a spirit of innovation and a focus on patients and the people who care for them.


Our ongoing work includes a complete rebrand for Joerns with a new corporate identity system, voice and tone development, collateral material, brand manual, presentation tools, trade show presence, environmental graphics, and website and digital marketing. We are currently providing a digital strategy roadmap for their content marketing plan to be launched in 2015.


  • Marketplace and Competitor Research
  • Internal Alignment Workshops
  • Brand Strategy & Development
  • Tone and Voice Development
  • Corporate Communications Design
  • Product Branding
  • Trade Show and Sales Collateral Development
  • Digital and Social Content Strategy