Located in one of the most diverse counties in the country, Teaneck, N.J., Holy Name is renowned for its culturally sensitive care. A few anecdotes into our first meeting at Holy Name, and we got it: This wasn’t just another health system—this is what all of healthcare should aspire to be—creative, innovative and deeply personal. Our This Place is Different campaign mirrored that, from its unflinching stories to the life-affirming colors, we chose to showcase patients with a raw intimacy—a true testament to the human spirit. The repositioning easily stood out in the category (think lots of doctors folding their arms against a sea of blue), and provided a strong platform for Holy Name as it emerged as a leader in the fight against COVID-19.