Froedtert ThedaCare Health Introduces United Brand Identity Inspired By New Mission, Vision
Froedtert ThedaCare Health Introduces United Brand Identity Inspired By New Mission, Vision. Photo provided
MENOMONEE FALLS, Wis. (Sept. 24, 2025) – Froedtert ThedaCare Health (FTCH) unveiled a new visual brand identity that will unite its more than 25,000 team members, physicians and clinicians under a shared Mission and Vision for collective impact.
“Froedtert ThedaCare Health is uniquely positioned to advance the health of our communities, from prediction and prevention to primary and specialty care,” said Imran Andrabi, MD, president and chief executive officer, Froedtert ThedaCare Health. “Our new Mission, Vision and visual brand identity represent a united organization whose team members are inspired to deliver the best care possible for people in Wisconsin and beyond.”
Along with the visual brand identity, the system has a new Mission, “To advance the health of our communities through excellence and discovery, inspiring each person to live their unique, best life.” Its new Vision, “To be your trusted partner, transforming health care for everyone, every day,” hints at the impact it has as it serves nearly half of Wisconsin residents annually.
“As the visible expression of our united culture, a new, unified system logo and brand declares to Wisconsin and beyond that we are united in purpose, united in our standards of excellence and united in our commitment to transform health care,” said Andrabi. “A unified brand declares that we are one force for good, working together to achieve what neither organization could accomplish alone.”
Key elements of the FTCH system identity include:
- A bold, distinctive logo design that reflects warmth, trust and resilience.
- Consistent use of a united identity to represent the combined system.
- A clear message that the system brand and care delivery brands are complementary forces – together enhancing credibility, loyalty and differentiation in the market.
The existing care delivery brands – Froedtert & the Medical College of Wisconsin health network and ThedaCare – and their visual identities will continue as distinct and most visible to patients, team members and communities at hospitals and clinics where care is provided. The FTCH brand and visual identity complements and strengthens the care delivery brands.
NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.
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