Hospice of Chattanooga

Comprehensive umbrella brand system for expanding healthcare organization

Hospice of Chattanooga had built a strong history providing compassionate care to patients and families, but rapid organizational growth demanded a unified brand approach. As the nonprofit expanded beyond traditional hospice care to include palliative care, pediatric programs, and perinatal services across Tennessee, Georgia, and North Carolina, Whiteboard partnered with leadership to create Alleo Health System - a comprehensive umbrella brand that would unite all services and locations. The new identity system addressed the challenge of connecting diverse healthcare services while maintaining the trust and recognition built over decades. Our team developed a complete brand architecture including logo design, visual identity standards, and messaging framework that could scale across multiple touchpoints from web and advertising to signage and business systems, creating a cohesive family of organizations dedicated to providing exceptional care when families need it most.