UF&Shands asked Capstrat to identify the best system-wide brand to meet the organization's long-term goals. After an intensive period of primary and secondary research, Capstrat determined that the brand needed to clarify its distinction with external audiences and create unity among internal audiences. We recommended that UF&Shands move to a singular, university-focused brand: UF Health. Doing so highlights the organization's status as the only academic and research-focused health system in the state. And it allows UF to be rightfully recognized regionally and nationally as a leader in medicine. With the new brand in place, we created a campaign to uncover what makes UF Health such a smart choice—the researchers working behind the scenes to advance medicine and change what's possible.