Lovelace Health System
2006 ReBrand 100 Winners > best of awardsIndustry: Healthcare/Pharmaceuticals - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - The 85 year old Lovelace Health System once owned the lion’s share of the healthcare market in New Mexico. Numerous ownership changes, a merger and management turnover caused a significant decline of business, reputation and morale. Challenge - We needed to reconnect long-time Lovelace customers with the Lovelace they knew and trusted. We wanted to introduce prospective customers to a fresh, vibrant healthcare brand, and, most importantly, we needed to communicate the brand internally to all employees – physicians, healthcare professionals, management and staff. Strategy • Simplified the organization name from Lovelace Sandia Health System to “Lovelace”. • Capitalized on the most powerful word for caring, “Love”. • Redesigned the logo with a classic typeface (representing their long heritage) and a subtle heart in the word “Love”. • Took a bold, honest approach to the messaging by asking “What would it take for you to love your health system?” • Used Gerbera daisies as brand icons, further illustrating the idea of love as a bright, colorful, ever-changing brand icon. Result - The vibrant new Lovelace brand has re-energized employees, physicians, management and staff and has positioned Lovelace as a healthcare system focused on improvement and healthy growth. Consumer perceptions have improved and within a year the Lovelace Brand has regained much of what it lost over the previous 10 years. Credits: Client: Lovelace Health System - www.lovelace.com Brand Strategists/Designers: Kilmer & Kilmer Brand Consultants - www.kilmer2.com Creative Director: Richard Kilmer Creative Director: Randall Marshall Senior Designer: Wayne Allen Senior Designer: Renee Innis Account Service Director: Frank Duran Account Executive: Raschel Garner [back] |
