Atlantic General HospitalHospital Branding

Rebranding for a medically progressive healthcare organization

For a quarter century, Atlantic General Hospital has been serving the residents of Ocean City and surrounding communities in Maryland and Southern Delaware.

In keeping with a new vision for healthcare in today’s environment, AGH is fostering healthy lifestyles and preventive health, not just providing hospitalization and outpatient medical treatment.

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Partnering for healthy lifestyles

We were selected to undertake a complete new rebranding of the institution, positioning it as medically progressive and forward-looking.


Speaking through visual identity

The corporate branding effort positioned Atlantic General Hospital as partnering with health consumers not only for treatment, but also in promoting healthy lifestyles.

The “care.givers” tagline applies to the hospital’s as well as consumers’ role in health.  It is also an expandable message that can be used in different ways under the same branding umbrella … such as “care.together” for the hospital’s community magazine and “care.convenience” for promoting its office locations throughout the region.

The theme and visual identity has been carried through all aspects of hospital marketing, including print and TV advertising, the community magazine, outdoor billboards and signage, as well as in literature presenting specific areas of medical specialization.

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Similar work

Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team