To help fuel its growth, Northwestern Lake Forest Hospital wanted to grow its patient base. Specifically, it wanted younger families with children to choose it and its related outpatient services for emergent and preventative healthcare.

The hospital itself was revered for its history and hundreds+ years of service to the community. Yet in recent years, it had not upgraded its facilities, recruited new physicians or marketed its capabilities well. The result? An aging patient base, despite offering a state-of-the-art maternal health facility.

As one tactic within a comprehensive rebrand program, Smith revamped Health Report, the hospital’s quarterly magazine. With its relaunch, we focused on bringing local family’s healthcare stories to life. The publication’s editorial focus and magazine design were designed to work as a community outreach vehicle targeting both new and established area residents.