Kent re-branding focuses on community care

Posted 6/3/21

By ARDEN BASTIA Last Wednesday, Kent Hospital unveiled a new look and feel, in an effort to be recognized as a community-centered hospital with world-class standards of healthcare. The event featured Kent president and COO Robert Haffey, as well as

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Kent re-branding focuses on community care


Last Wednesday, Kent Hospital unveiled a new look and feel, in an effort to be recognized as a community-centered hospital with world-class standards of healthcare.

The event featured Kent president and COO Robert Haffey, as well as special guests from the Puerto Rican Institute for Arts and Advocacy, highlighting some of diverse members of Kent Hospital’s community.

Care New England has refreshed Kent Hospital’s branding, to reflect its priority of providing care and treatment to Rhode Islanders in all stages of life.

The new logo, tagline, and website ( reflects Kent Hospital’s commitment to being a partner in care for every generation of Rhode Islanders. The logo was designed to evoke feelings of inspiration, positivity, and can be interpreted as a pathway of celebration for life, according to the press release issued from Care New England on May 26.

Among the unique features of Kent’s new look and feel is a wall where compelling images and works related to the historic and diverse storyline of Kent Hospital will adorn the main entrance hallway.

Alex Lebon, CNE graphic designer, said his choice of the new logo and colors was “intentional” to make Kent “feel more alive.”

“Something I really took to heart was the imagery. When I walk into a lot of medical workplaces, it’s very medical and clinical,” said Lebon. “We took it a step above to make Kent feel more humanistic. People can relate to the images of life and living because we’re giving them life here.”

Kent’s lobby is now adorned with images of community members doing activities like bike riding or strolling with family and friends.

“The new wall captures the essence of the compassionate care that Kent Hospital has been known for throughout the decades,” said Haffey in the press release. “Both patients and staff who walk by this wall will be enveloped within a snapshot of Rhode Island’s community, that no doubt touches so many who were either born here, had surgery, or visited a loved one during recovery.”

The lobby renovations, including new paint, flooring, wall decals, lighting, and artwork cost roughly $225,000. The re-branding and diversity, equity, and inclusion (DEI) partnership cost roughly $200,000, according to Haffey.

The project, which started last year, was put on pause due to the pandemic. But it isn’t quite finished yet. The final cherry on top of Kent’s re-branding are the new exterior signs, which Haffey says will be installed in the fall.

In an interview after the ribbon cutting, Haffey explained that the decision to re-brand came from careful thought after a series of community focus groups. “We went to focus groups in our primary and secondary service areas,” he said. “And it turned out that our community didn’t know everything that we were offering. They didn’t know that we have Brigham and Young doctors here, surgeons and cardiologists. We have Brown University students here, about 130 medical residents.”

Haffey also pointed out the robotic-assisted surgeries, a feature he says the community didn’t know about.

“We wanted to re-brand to get people’s attention,” he said.

Kent’s re-branding is also an opportunity for the hospital to highlight the diverse community it serves. According to Tonya Boyd, associate chief nursing officer and co-chair of the DEI, the goal for Kent is to have “diversity be intentionally embedded in our daily practice across all hospital systems, as it’s an essential ingredient for what we do.”

“We have come together to celebrate the rebirth and growth of Kent Hospital, but we’re also joined to celebrate diversity, equity and inclusion,” she said on Wednesday. “We want to reinforce with our patients that this is who we are. Embrace your differences because we sure do.”

In remembrance of George Floyd’s death, the DEI organized a silent protest across all of Care New England’s hospitals (Butler, Kent, and Women & Infants) at 9:29 a.m. that lasted for 9 minutes and 29 seconds, the same amount of time that Floyd was under the knee of former Officer Chauvin.

In a celebration of diversity and community, the event featured a performance from members of the Puerto Rican Institute for Arts and Advocacy. The PRIAA was founded in 1994 by Lydia Perez to engage children and adults in Caribbean culture through public workshops and demonstrations. At the event, Perez performed traditional Puerto Rican dances accompanied by rhythmic drumming. Perez performed alongside her daughter, Yidell Rivera-Perez, and her apprentice, Grisel Lopez.

Since it opened its doors in 1951, Kent Hospital, as well as its disciplined doctors, nurses, and staff, have been caring for the state’s patients, using the latest scientific advances in medicine and state-of-the-art technology.

Kent, rebranding


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