Summer 2018 | 25 ON E OLD Responding to a challenge by the HBA board of directors and advisory board nearly two years ago, a team comprised of HBA staff, board members, volunteers and corporate partners undertook a daunting project to assess the HBA’s brand and identify a “bold brand” for the future. As an organization representing a dynamic and diverse group of 50,000 strong, we recognized it was time to evolve our look and messaging to better represent the changing face of healthcare and our community. We wanted our brand metamorphosis to connect with our members and partners on an emotional level, to convey the impact of our work, and to make bold, declarative statements about our mission of advancing the influence and impact of women in healthcare. The “United Force for Change” brand made its official debut at HBA’s Annual Conference, eight months ago. Today—in this premiere issue of the rebranded and first-ever digital HBAdvantage—we share a retrospective of the HBA’s bold brand evolution and offer readers a visual timeline of how the brand has come to life.