Fox Cities News

Froedtert ThedaCare Health (FTCH) has introduced a new visual brand identity aimed at uniting its workforce of over 25,000 team members, physicians, and clinicians. The organization stated that this rebranding aligns with a newly defined mission and vision designed to guide its collective impact across Wisconsin.

Imran Andrabi, MD, president and chief executive officer of Froedtert ThedaCare Health, said, “Froedtert ThedaCare Health is uniquely positioned to advance the health of our communities, from prediction and prevention to primary and specialty care. Our new Mission, Vision and visual brand identity represent a united organization whose team members are inspired to deliver the best care possible for people in Wisconsin and beyond.”

The updated mission focuses on advancing community health through excellence and discovery. It states: “To advance the health of our communities through excellence and discovery, inspiring each person to live their unique, best life.” The new vision is: “To be your trusted partner, transforming health care for everyone, every day.” According to FTCH, the system serves nearly half of Wisconsin’s residents each year.

Dr. Andrabi added, “As the visible expression of our united culture, a new, unified system logo and brand declares to Wisconsin and beyond that we are united in purpose, united in our standards of excellence and united in our commitment to transform health care. A unified brand declares that we are one force for good, working together to achieve what neither organization could accomplish alone.”

The key features of the new identity include a bold logo design intended to convey warmth, trust, and resilience; consistent application of this identity across all operations; and an emphasis on how the system’s main brand works alongside its care delivery brands to strengthen credibility and loyalty.