LifeBridge Health sought a comprehensive refresh to establish a stronger, consistent brand presence. The rebrand aimed to reflect the organization’s mission: “to improve the health of individuals and communities they serve through compassionate, high-quality care.”

Competitor Analysis:
Conducted thorough research on successful healthcare brands and local competitors to build a proposal for leadership buy-in.

Internal Analysis:
Evaluated existing brand elements, identifying inconsistencies and areas for improvement.

Color & Fonts:
Defined a limited color palette and standardized fonts to enhance brand recognition.

Ensured selections conveyed both professionalism and friendliness.

Imagery:
Strategically used imagery to evoke emotions of security, trust, care, and compassion.

Aligned imagery with the color palette to enhance the overall brand narrative.

Visual References & Templates:
Created templates and visual references to establish a cohesive, modern, and clean aesthetic. Emphasized quick, clear readability.

Transition Brand Guide:
Developed a transition brand guide to introduce the new identity gradually.

Shared the guide with the marketing and design teams, outlining the rationale behind each change and providing a plan for a phased rollout.

Client Communication:
Implemented a slow rollout strategy, addressing client requests individually.

Communicated the reasons behind the rebrand to avoid alienating patients, team members, and stakeholders.

Proactively managed expectations and concerns, emphasizing the positive impact on the organization's image.

Design Team Collaboration:
Led the internal design team in creating templates for frequently requested materials, such as brochures, rack cards, letterhead, and invitations.

Adaptation to Challenges:
Faced challenges related to scalability across a large organization.

Addressed internal resistance to change by actively listening to concerns and incorporating valuable feedback into the ongoing design process.

Revisited the brand guide to create a long-term version, accommodating changes made due to client concerns and organizational needs.

Brand Education Meetings:
Conducted meetings with the marketing and design teams to review the brand guidelines.

Explained the importance of the brand and clarified the roles of each team in advocating for and maintaining consistency.

Feedback Loop and Adjustments:
Established a feedback loop for continuous improvement.

Incorporated client concerns and feedback into the brand guide, ensuring ongoing alignment with the organization's goals.