For years, the residents of Cullman, Alabama didn’t perceive Cullman Regional Medical Center as a reliable source for their medical needs, which lead them to larger markets for specialized care. They were competing with some of Alabama’s most reputable medical institutions. But the reality is that Cullman Regional Medical Center has made significant investments towards expanding their facilities, updating their technological capabilities, and adding world-class physicians to their team.

We challenged perceptions by leveraging a sports marketing mentality. Highlighting their dedication towards constant improvement through one rallying brand platform. We paired bold, powerful statements with visually dramatic photography that embodied the tenacity found at every level of their organization, from specialty services to primary care. Helping people see Cullman Regional Medical Center for who they truly are — a better choice for their health.