Affinitas Health is an emergency and hospital medicine management services company that serves healthcare facilities across the United States. Based out of Dallas, the mission of this start-up was to change healthcare for the better, starting right directly in the emergency room. Every founding member of the Affinitas Health team began their journey in healthcare with the outstanding hope of helping others. Bogged down by politics and bureaucracy, it became evident that the rigged system caused much more of a headache than only treating patients. With their collective experience, the team knew that by bringing the focus back to the people and the culture could change a hospital for the better—and made it their mission to do so—one facility at a time. Working with Slabtown Marketing to establish their brand mission and purpose, we were able to craft an identity familiar, yet unique to Affinitas to let their work shine as much as their work does.