CHI Franciscan

In health care there are lots of smiling doctors and smiling patients. And not much else to differentiate a brand. We set out to change the paradigm.


PK’s Positivity Audit found organizational upheaval had led to low patient satisfaction. Improvements would take time but wellness initiatives were well-attended and well liked. Context Reports showed deep seeded regional pride.


Give the system time to achieve operational excellence by creating a wellness-based health movement. Patients will appreciate health advice and feel regional pride in themselves and CHI Franciscan as a caring partner.


In weeks, Preston Kelly developed the Northwest Healthy graphics, guidelines and an internal brand launch campaign. Followed closely by a multimedia campaign, digital health hub, signage, POP, sports partnerships and Northwest Healthy events.


Awareness up 26%.

Positive employee scores up from 35% to 76%.

Hundreds of employees have posted photos wearing NW Healthy Ts.

Positive social media comments are up 78% over year one.

222 First Avenue NE
Minneapolis, MN 55413
T: 612. 843. 4000
F: 612. 399. 9970
Park free against the back of our building in the 2-story garage. Look for the orange PK signs. Ring the bell to the right of the back door.