Having recently merged five of its foundations under a single umbrella, SSM Health Foundation St. Louis needed to establish its own brand identity within the SSM corporate brand structure. It also needed to stand out from a myriad of other charitable foundations. Through our process of insight and discovery, we recognized an opportunity to create an emotional, purpose-driven positioning centered around the heritage of the founding Sisters of St. Mary. It was these remarkable women who demonstrated how extraordinary courage creates a common good.