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Alere 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: USA
Industry/Sector: Healthcare
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Alere is a global diagnostics and health management company. Its key competitors include Abbott, Roche and Siemens. Alere is attempting to capture a unique place in the market by converting the data provided through diagnostics with actionable information to improve outcomes and allow care to continue away from institutional settings.

Challenge
Over the last three years Inverness Medical Innovations (IMI) more than doubled in size largely through acquisition. This rapid growth created a patchwork organization with many legacy brands. As a result many viewed IMI as a holding company rather than a leader in medical innovation and a global healthcare brand.

Strategy
Prior to [the firm's] involvement, IMI decided to change the company’s name to Alere and to follow a master brand strategy.

Centered on delivering “connected health” [the firm] developed a brand strategy, messaging and visual system to communicate with patients, doctors and healthcare payers.

To separate Alere from the healthcare marketplace, dialogue is jargon free and conversational without being clichéd. The visual system blends the humanistic and innovative qualities of the brand in a fresh way relying on high quality black and white lifestyle photography and portraiture.

Result
Alere has begun to rollout the new brand to employees and investors. The new identity is unifying the company’s varied employees and creating an internal esprit de corps. Investors are reacting positively and beginning to view Alere as a global healthcare brand.


Credits:

Client: Alere - www.alere.com

Brand Strategy and Messaging:
Strategy Director, MiresBall: Rachel Kerestes
Partner/Creative Director, MiresBall: Scott Mires
Account Supervisor, MiresBall: Holly Houk

Identity:
Associate Creative Director, MiresBall: Miguel Perez
Senior Designer, MiresBall: Dylan Jones
Partner/Creative Director, MiresBall: Scott Mires
Account Supervisor, MiresBall: Holly Houk

Visual System:
Senior Designer, MiresBall: Dylan Jones
Associate Creative Director, MiresBall: Miguel Perez
Partner/Creative Director, MiresBall: Scott Mires
Account Supervisor, MiresBall: Holly Houk

Brochure:
Senior Designer, MiresBall: Dylan Jones
Strategy Director, MiresBall: Rachel Kerestes
Writer, MiresBall: David Fried
Partner/Creative Director, MiresBall: Scott Mires
Account Supervisor, MiresBall: Holly Houk

Ad:
Senior Designer, MiresBall: Dylan Jones
Writer, MiresBall: David Fried
Partner/Creative Director, MiresBall: Scot Mires
Account Supervisor, MiresBall: Holly Houk

Website:
Senior Designer, MiresBall: Dylan Jones
Founder/Digital Strategist, Fresh Form Interactive: Scott Robinson
Writer, MiresBall: David Fried
Strategy Director, MiresBall: Rachel Krestes
Partner/Creative Director, MiresBall: Scott Mires
Account Supervisor, MiresBall: Holly Houk

Video:
Director, Lyon: Mark Lyon
Production Manager, MiresBall: Jamie Apodaca
Production Assistant, Lyon: Shaun Boyte
Strategy Director, MiresBall: Rachel Kerestes
Partner/Creative Director, MiresBall: Scott Mires
Account Supervisor, MiresBall: Holly Houk

Photography:
Photographer: Lou Mora
Photographer, Lyon: Mark Lyon
Production Manager, MiresBall: Jamie Apodaca
Partner/Creative Director, MiresBall: Scott Mires
Account Supervisor, MiresBall: Holly Houk

Websites:
MiresBall: - www.miresball.com

Fresh Form Interactive: - www.freshform.com

Mark Lyon: - www.lyonassoc.com

Lou Mora - www.loumora.com


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