Updating a brand to help women
Needing to update their messaging, visual identity and brand direction, Hope Center had been around for 20 years, but a new generation of customers had no idea who they were or what they did. They came to us for a refresh and frankly, a reconnect with their target market.
The Challenges
Hope Center, a women's healthcare and holistic support organization, had been in operation for 25 years but struggled to connect with young women in 2020. The outdated visual identity and unclear messaging prevented them from reaching their intended audience. The executive board's personal preferences further complicated the branding process, and the pandemic necessitated remote collaboration via Zoom.
Brand Strategy
We conducted a strategy session to identify core brand values and address the needs of two primary customer bases: donors and patients. This session built trust within the executive board and aligned them with the director's vision. Key insights included the need for a modern brand to appeal to young customers and promote the organization as a leader in women's medical education. To ensure success, we involved all executive board members from the start, fostering a sense of involvement and trust. This unity streamlined the rebranding process and empowered the director to make confident decisions, resulting in a more cohesive and effective brand pivot.
Brand Messaging
The new messaging clarified Hope Center's mission and values, making it easy for young women to feel comfortable seeking their services and for donors to feel proud of supporting the organization. The updated brand communicated Hope Center's role as a leader in women's medical education, reinforcing its credibility and expertise.
Visual Identity
The rebrand included a modern visual identity that resonated with millennials and Gen Z, emphasizing Hope Center's medical focus. The new design elements helped bridge the gap between the organization and its target market, making the brand more accessible and appealing. Custom visuals and messaging snippets were created to reflect Hope Center's values and target market accurately. The new visual identity facilitated more effective engagement with the target audience, ultimately helping Hope Center better serve its community.
Process and Production
The rebranding process, conducted remotely due to the pandemic, involved thorough collaboration and alignment sessions via Zoom. This approach ensured all stakeholders were heard and involved, resulting in a unified and cohesive rebrand. The strategy sessions and subsequent implementation of the new visual identity marked a significant step forward for Hope Center in connecting with and supporting its target audience.
Lauren Venable
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BrandDive™
The BrandDive™ is a deep dive into your business - where you are, where you’ve been, and where you want to go. We then share what your “Big-Time Brand Opportunity” is and build you a plan that details what you need to start, stop, and keep doing to achieve it.
Strategy, messaging & stylescape
Following the BrandDive, we build a synthesis that summarizes all of the findings and insights from the session. Based on our collaborative strategy, we present the messaging and a stylescape that establishes the visual direction that will connect most effectively with your target markets and help you outshine your competition.
Brand Package Delivery
Upon approval, we build and deliver your ideal branding package which includes your brand playbook, logos, colors, fonts, and any associated supporting graphics. We also include a short intro video that explains file locations and file types and gives guidelines on which kinds of files to send to designers/printers as you are in the process of building your company.
Build out deliverables
If the BrandSoak™ or BrandImmersion™ packages are selected, at this point we build out the associated deliverables as needed and then you get to launch your newly developed brand out into the wild and we get to watch you grow!
Get in touch
Ready to get started? Book your 15 minute fit call.
We have 3 price buckets that can be customized to fit your needs. The packages are $15,000, $20,000 and $25,000.
We know your time is precious and so is ours. Because of this, we get it done in 1 to 2 weeks depending on your needs.
Because we only work with one client at a time. This cuts out all the extra administration and email loops and allows us to get it done asap.
We build and deliver one full visual identity (ex. a logo suite containing 3 to 5 primary and secondary logos, colors, typography, supporting patterns etc.). Because our brands are built on strategy, much of the subjectivity and guesswork is removed from the process.
Book a fifteen minute fit call. We will quickly chat to see if we’re a good fit to work together and if we are, we will send you a link to book your BrandDive!
It’s a fifteen minute call where we just make sure we are a good fit to work together. If we’re not we will do our best to point you to someone who is.
