In order to help launch Central Oregon’s new leader in specialty heart care, Heart Center Cardiology and Cascade Healthcare Community partnered with DVA to create and introduce a new brand to the region. Our goal was clear: inform the community that they no longer need to travel outside of Central Oregon in order to receive world-class heart care. We began with logo development and the creation of the tagline “Great Minds. Great Hearts.” We then established an emotional bond with our audience through advertising that illustrated our understanding of why people live here, and most importantly, how we could help them to continue living here well into the future. Warm and organic, the ads used personal stories told by the people themselves. As a result, awareness was immediate and continues to drive patient visitation. The grand opening campaign was successful at creating initial awareness and excitement for The Heart Center, while the branding campaign created sustained awareness and drove patient visitation.