Repositioning for a new generation of care
Seeking to reposition themselves in line with a significant shift in service offerings BrightHope approached us through their affiliate organization. The challenge was to create a brand that would better align with their updated medical services and resonate with a younger, Gen Z target market while also retaining their millennial clientele.
The Challenges
Bright Hope came to us through their affiliate organization needing to reposition themselves to communicate a major shift in service offerings. They would need the brand to better align with the updated medical services they were offering and appeal to a younger, Gen Z target market.
Brand Strategy
For the brand strategy, we knew we needed to strike a perfect balance between feeling medical and professional while striking a compelling tone with their young, Gen Z female target market. The branding would also need to clearly differentiate them from their main competitors in the market both from a client and donor perspective.
Brand Messaging
Because of a pivot in their target market, the messaging would now need to lead with the medical services. From a target market standpoint, the tone of voice would need to be flexible; being relaxed and casual when speaking to young customers while being professional while speaking to donors.
Visual Identity
The visuals went through a major overhaul for this project. Their previous visual identity had served them well but had become scattered and disjointed throughout their 40+ years of service. Considering the brand strategy, we knew we needed to make the logo and visuals reflect the more medicalized organization they had become while resonating with both young clients and established donors.
Process and Production
We delivered the brand in the signature Outpour intensive style in less than two weeks. We flew out to Pennsylvania to be in person for the beginning of the intensive and then delivered all of the brand materials later the following week. It was a blast and we were so thankful to have the opportunity to work with such a visionary team of servant hearted leaders! Team BrightHope™ forever!
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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.
