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VCU Health unveils “UN” brand platform

The new brand platform brings to life the stories of team members and patients that set VCU Health apart from other health care systems.

Two female VCU Health team members hold up signs and smile for a photo. One team member is raising her hand with a peace sign. The new brand platform is rooted in nine customizable phrases, each one selected to capture the spirit of VCU Health. (VCU Enterprise Marketing and Communications)

By Danielle Pierce

Whoever you are, whatever brings you to us, we're unconditionally committed to helping you live your best life. We stop at nothing to make sure everyone we treat receives world-class care.

This is the powerful brand statement at the heart of VCU Health’s new brand platform.

Capturing feedback and input from thousands of patients, team members and the community, the “UN” brand was designed to tell the story of VCU Health's unwavering dedication to providing excellent healthcare experiences.

The new platform is rooted in nine interchangeable and customizable “UN” phrases, each one purposefully selected to capture the spirit of VCU Health:

  • UNwavering compassion
  • UNdeniable proof
  • UNbreakable resolve
  • UNmatched care
  • UNrelenting hope
  • UNbelievable joy
  • UNlocking answers
  • UNwavering dedication
  • UNstoppable commitment

“These phrases were not chosen at random. They were identified after listening to patients, their families, team members, community members, partners and many more,” said Marlon Levy, M.D., interim senior vice president of VCU Health Sciences and CEO of VCU Health. “These words were selected because they authentically represent VCU Health.”

A group of team members from the hospital's facilities management department smile with signs for a photo. Signs say compassion, hope, unbreakable, unlocking and unrelenting.

From the dedicated team members to the patients we serve, "UN" brand platform gives us unique ways to share the story of VCU Health. (VCU Enterprise Marketing and Communications)

The new platform is strategically aligned with Virginia Commonwealth University’s brand for a more cohesive look and feel across all health care and academic campuses.

“This is the first brand platform that unites the university and health system so that we're speaking with one voice,” said Grant J. Heston, vice president for Enterprise Marketing and Communications. “This enterprise brand showcases VCU and VCU Health’s distinctive excellence by focusing on what makes us so special — our people.”

The “UN” brand provides an opportunity for all VCU Health team members to talk about our work and who we are in a different way – a way that sets us apart from other hospitals and health systems. It’s also a way for us to tell our story directly to the patients that we serve.

“The platform was developed as a foundation upon which we tell the stories of our providers and team members and the work they do every day to preserve and restore health for all people of Virginia and beyond. It provides a lens through which we can talk about who we are in a way that is unique to us,” said Kendra Gerlach, associate vice president of strategy and marketing for VCU Health. “When patients see our stories and see our brand, my desire is they find hope and reassurance that when they come to us they will be in good hands." 


The new brand platform will officially kick off with the launch of the new VCU Health commercials on Sunday, Jan. 28. Be on the lookout for them during the National Football League’s AFC championship game on your local CBS affiliate.

As a part of the launch, the VCU Health News center will also publish a series of stories to highlight the platform. Last month, VCU Health team members were asked to share their stories and “UN” phrases at events throughout the health system. The excitement was palpable. Thousands of team members stopped by to take pictures, pick up gear, and to let us know, in their own words, what makes VCU Health so unique.

We’re excited to share some of these stories with you, starting with an amazing story of unwavering dedication that led three VCU Health team members on a journey to reunite family members that had been separated for more than three decades.