UPMC is a health care enterprise with more than 20 hospitals. Rapid growth and acquisitions contributed to a disparate and fragmented brand.

In 2008 Christopher Panza became the Senior Manager of UPMC Creative Services. In addition to developing the department's SOP, he was charged with creating an integrated and cohesive brand, a brand manual and a marketing collateral system.

Two years later UPMC partnered with Grey Advertising to create a television campaign. The agency proposed a new corporate color (purple) and a new logo treatment. Panza developed a new brand manual which integrated the adopted changes.

A new collateral system needed to be developed to reflect the organization's new brand.

Christopher's role evolved into brand governance and asset management/distribution. Panza proposed an online, gated, brand manual that enabled approved users to download UPMC assets.

UPMC is a health care enterprise with more than 20 hospitals. Rapid growth and acquisitions contributed to a disparate and fragmented brand.

In 2008 Christopher Panza became the Senior Manager of UPMC Creative Services. In addition to developing the department's SOP, he was charged with creating an integrated and cohesive brand, a brand manual and a marketing collateral system.

Two years later UPMC partnered with Grey Advertising to create a television campaign. The agency proposed a new corporate color (purple) and a new logo treatment. Panza developed a new brand manual which integrated the adopted changes.

A new collateral system needed to be developed to reflect the organization's new brand.

Christopher's role evolved into brand governance and asset management/distribution. Panza proposed an online, gated, brand manual that enabled approved users to download UPMC assets.