Trajectory Partners With Lee Memorial Health System To Rebrand To Lee Health On Its Historic 100-Year Anniversary

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Lee Memorial Health System's 100-year anniversary provides the rare opportunity to signal the organization's transformation – starting with evolving its name to Lee Health.

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The transition to our new brand on our 100th anniversary positions us for a future where health and wellness is pivotal to success. Trajectory’s partnership and collaborative team was essential in this activity." Kevin Newingham, Chief Strategy Officer

Lee Health's origins can be traced to the Fall of 1916 when a group of community leaders set aside $300, and donated lumber from the dismantled Court House, to build the first hospital in Fort Myers Florida. Today, with a total of 1426 beds, and over one million patient interactions each year, the organization is now one of the largest public health systems in the United States.

Partnering with Trajectory over the past two years, the organization's rebranding signals the transition from being a hospital-centric organization that provides episodic, “sick” care, to being a comprehensive health care organization committed to strengthening the overall health and well-being of the residents and visitors of Southwest Florida.

Key executional elements include:

• Evolving the organization's name to Lee Health, to build upon its rich history, and reflect its future as an organization committed to creating healthier futures for Southwest Florida communities.

• Unveiling a new logo to reflect the changing, growing and health-oriented nature of the organization, with a subtle connection to its Southwest Florida geography.

  • Revealing a new tagline – “Caring People, Inspiring Health” – to reflect the wonderful things the organization does every day for those who rely on its services. But, its care also includes encouraging and supporting all members of the community and each other, helping them live healthier lives.

According to Kevin Newingham, Chief Strategy Officer of Lee Health, "the transition to our new brand during our 100th anniversary positions us for the future in encouraging and supporting health and wellness to the community we serve. Trajectory’s partnership and collaborative team was essential in this activity."

Randi Brody, Trajectory Co-President, added, "it’s vital that no one perceives this rebranding as merely a name and logo change accompanied by a one-time marketing campaign. In reality, it represents a fundamental cultural shift in attitude and practice that cuts across the entire organization and spans every single point of contact. There’s also a huge external community opportunity that people must understand."

Internally, Lee Health and Trajectory will continue to work together to ensure that all internal audiences are educated and aligned in delivery of the organization's new promises. Externally, the launch campaign begins rolling-out in early October, through print, outdoor, tv, digital and social media.

About Trajectory
Trajectory builds momentum for brands across healthcare and wellness by creating more moments that matter for brands and consumers across the entire brand journey. The brand strategy, design and activation agency partners with clients across the country to launch, re-energize and reposition their brands. For more information about Trajectory, visit

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Randi Brody
Trajectory LLC
+1 (973) 292-1400 Ext: 206
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