Healthcare is personal, and the Choose Shasta campaign was built around that idea. Rooted in more than 70 years of caring for Northern California, Shasta Regional Medical Center needed a campaign that felt less like a hospital talking about itself and more like a community telling its own story. We built on the existing brand with a fresh palette of blues and grays, approachable shapes, and bold typography that balanced trust with confidence. At the center of it all was “I am Shasta,” putting real community identity front and center through the people who make Shasta what it is: the moms, teachers, students, and neighbors who live, work, and grow here. Because Shasta isn't just where people go for care. It's part of the community that cares.