WinnMed gradient from dark blue to light blue with the new logo on the left
Case study


People thought Winneshiek Medical Center was just a small-town hospital.
Through extensive internal and external research, the healthcare marketing experts at Vendi developed a new brand identity to showcase the extraordinary care offered at this growing regional medical facility.

Services provided

  • Brand
  • Research
  • Strategy

Vendi rebrands Winneshiek Medical Center to WinnMed to reflect growing service lines and area

Winneshiek Medical Center (WMC), a critical access hospital providing specialized care in Decorah, Iowa, has been around for more than a century and is owned by the citizens of Winneshiek County. It has a reputation for excellence and continues to grow its geographic footprint in the region.

Vendi creative team develops stronger brand

With big expansion plans in the future and new logo usage guidelines soon to be required, WMC sought a partner in creating a stronger brand. The branding experts at Vendi jumped in to help. Leveraging existing equity and affinity, Vendi renamed the organization WinnMed. Vendi also created a new logo and tagline, “Excellence lives here,” that better reflect the valued partnership between the institution and the high-level physicians who staff it.

Vendi research drives new brand identity

Since WMC leaders desired community input during the branding process, Vendi took a comprehensive approach to the project’s research and discovery phase, which included:

  • Qualitative and quantitative research
  • External awareness and perception exercises
  • Internal in-depth interviews
  • Personas and audience segmentation

Relying on our extensive research and brand strategy experience, Vendi also delivered a robust messaging platform focused on brand differentiators, voice and value proposition. Deliverables also included organizational-wide messaging in addition to messaging segmented by specific audience.

Vendi’s award-winning brand standards guide
Visualizing new creative in the wild
Templates to simplify brand adherence