A MAJOR HEALTH SYSTEM PLAYER UPS ITS URGENT CARE GAME.

MultiCare Health System based in Tacoma, Washington, is a not-for-profit healthcare system that provides healthcare services in the State of Washington. With an extensive network of hospitals and clinics, the organization set its sights on expanding into the Seattle area and other locations to cover the entire state, focusing on urgent care. Their plans were ambitious – building and launching 30 retail urgent care clinics within a two-year timeframe. After collaborating with Urgent Care Partners for product development, the health system enlisted Level to help them brand and introduce their new urgent care concept to the Pacific Northwest market.

At the time, urgent care clinics were proliferating nationwide, so explaining the concept of urgent care wasn’t an issue. The challenge was differentiating MultiCare’s concept in a crowded sea of sameness category and ensuring people understood it wasn’t your typical urgent care. The new urgent care brand needed to stand out and appeal to millennials and young families seeking convenience and accessibility. Level focused on elevating the urgent care experience at every touchpoint – infusing the brand throughout the clinic experience and creating a fresh and inviting environment with an engaging personality and vibe.

Metrics Success

CAMPAIGN METRICS

HEALTHY RETURNS

CHANGED PATIENT PERCEPTIONS

CHANGED PATIENT PERCEPTIONS

DROVE URGENT CARE VISITS

DROVE URGENT CARE VISITS

OPENED 37 CLINICS STATEWIDE

OPENED 37 CLINICS STATEWIDE

We built the brand from the ground up, infused it into every touchpoint, and crafted an urgent care experience that expanded organically into primary care.

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THINKING DIFFERENTLY TO BUILD A NEW URGENT CARE BRAND.

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With a clear goal and target audience in mind, we led brand workshops with internal leaders, team members, construction firms, and architects. This process uncovered key insights that informed the brand promise, messaging, and positioning of the new urgent care concept. Working alongside the architects and construction team, we ensured the space itself reflected these strategic choices—translating the brand values into design decisions and functional touchpoints. The new urgent care environment became an extension of the brand, reinforcing trust, accessibility, and innovation at every step of the consumer journey.

Because outdoor enthusiasts of the Pacific Northwest have a strong connection to their natural surroundings, the new urgent care branding effort reflected the essence of this vibrant and distinctive region. We named the clinics Indigo, a deep, rich color that’s reflective of the sky, ocean, and distant mountain peaks.

Indigo also stands for “individuals on the go,” making it a compelling and relatable urgent care brand name consumers can readily recognize and embrace. We kept the primary indigo colors very bright, friendly, and modern, artfully anchoring them with the MultiCare parent logo. The word “go” from “indigo” was highlighted in green, symbolizing a green light on the path to more personalized care.

Warm and inviting clinic messaging welcomed visitors and wood design elements infused an outdoor aesthetic throughout the clinic design and construction. Creative included outdoor, transit signage, and online video to create awareness and buzz along with a user-friendly, fully responsive website. In the end, we set out to create a new urgent experience that invited full brand immersion, introducing Indigo to the Pacific Northwest with the promise of delivering exceptional care in an exceptional way.

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