| Alere
2011 REBRAND 100 > notable Enterprise Rebrand Country Base: USA Industry/Sector: Healthcare Below: Before and After Images in Slide Show, Summary, Credits 
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 [back] |
