In a first-of-its-kind initiative for both the University of Toledo and the UToledo Health System, we developed an umbrella brand strategy, positioning and creative platform to serve both organizations, while capturing the nuances unique to each. Leveraging their name, the The Power To Do platform was brought to life. The Power To Do represents the ethos of the genuine, hard-working, innovative people at the organization whose purpose is to make an impact in Toledo and beyond.