Recently we’ve been taking you through just one of our client success stories for leading healthcare technology provider Wellbeing Software.
In part one we discussed how the project came about, the objectives and the results we achieved from a series of brand discovery workshops. In part two we are going to be discussing the rebrand itself, the challenges we faced and the steps we took to create the new Wellbeing brand...
When it came to the branding, we were tasked with updating the four sector specialist company brand identities within the group (HSS, Euroking, Apollo and eConsent), as it was felt they looked tired and didn’t reflect a market-leading healthcare provider.
There was also a desire to create greater group synergy between the brand identities in
preparation for a planned business sale. On reviewing the businesses and their brand identities, we found that whilst all provided software solutions for the healthcare market there was very little consistency between the brands other than the use of common colours.
Consequently, our main objectives for the new branding were twofold: Firstly, to bring the 4 disparate company brands together into one cohesive family under a Group umbrella so we could capitalise on their individual leading market positionings and secondly, to optimise the sum of these parts to create a seamless and stronger Group brand.
By achieving this, we would be able to raise awareness of the Group’s offering to existing and potential customers who may otherwise have only been aware of a silo brand’s products and services, rather than those of the Group.
What we did
We used the insight and intelligence gathered from the series of branding workshops delivered across all parts of the business to better understand the capabilities, strengths and desires of each business, their synergies, differences and opportunities.
These findings enabled us to formulate possibilities and the direction to create an authentic solution for a new Wellbeing Software Group brand identity.
Here, Phil Burdon, one of our Senior Designers, discusses some of the decisions we made and why when developing the logo device and brand identity...
“There were five different parts to the group that together provided seamless solutions across healthcare trusts. To reflect this connectivity, the Wellbeing ‘W’ ribbon was formed from five circles to represent the five divisions - it was important for each division to see their importance and role in forming the Group. The ribbons flow between these circles to form the ‘W’, which illustrates the smooth and uninterrupted flow of data and services between these divisions”
“Accuracy was a very important message for Wellbeing, so the logo needed to be ‘structurally sound’ and precise in it’s construction. The circles that form the logo are perfect, and interact in the same places with the angles of 45 degrees used to connect each intersection. Colour was also important given the healthcare setting, so we used more clinical shades of blue and teal alongside the warmer grape which represents the patient and care of the clinicians. The colours intermingle along the ribbon to show the collaborative process of patient data and we used a gradient to emphasise the flow of this data.
“As with all successful logo devices, it was critical the logo was flexible and work on different colour backgrounds. As a result, we created a version where elements of the background colour/photograph would show through the gradients. The typeface was selected for it’s modern and friendly, yet technical feel. The logo was required for a variety of different applications, so it needed to be versatile. For smaller spaces we created an inline version, a one colour version for printed merchandise and a solid colour version for embroidery on staff workwear.”
Once we had an eye-catching and cohesive logo, we began to create the tools and materials needed to support the new brand, which included...
- The design and build of a new website
- Data sheets
- Exhibition stand design and installation
- POS displays
- Social media graphics
- Office signage
- Giveaway items; including mugs, pens, bottles etc.
- Stationery: including business cards and letterheads
- Templates: Word, PowerPoint
- Case studies
How we did it...
We wanted to ensure that the rebrand completely reflected everything that we’d discovered through client meetings and workshops to deliver a tailored solution to fit their goals and values. This ensured that the client was included at every step of the process and we had full backing from the team.
The client had critical deadlines, with the new branding ideally required for launch at a key annual trade event. In order to ensure maximum impact of the rebrand, the W&C team worked tirelessly to deliver not just the new branding, but also a new exhibition stand, marketing collateral, presentations, animations, promotional items and support materials.
Once the brand was created, we were able to advise the client on brand continuity and consistency, which ensured that the new brand continued working for them. This covered everything from establishing an authentic tone of voice, right through to choosing the right images for social media posts and how to use the new brand elements in documentation in order to create consistency and cohesion.
Adhering to these rules not only helped build a more professional looking business, it also helped cement brand awareness.
Reflecting on the project...
Our Senior Graphic Designer Phil, also discussed his thoughts on the project and what he enjoyed most about creating the Wellbeing brand.
“My favourite element of the rebrand was the logo device. It’s the small punchy part of the branding that says who the company is and gives them the instant recognition.
The shape and colours we used gave huge scope for creating a brand that was about much more than just the logo. The versatility of the logo meant that we could use it in a wide range of ways and there was even scope for it to be animated. It can also be used as separate elements where space dictates.”
What we achieved…
Our creative team worked to provide a fresh, modern and professional brand identity that repositioned Wellbeing Software as the market leaders they really are. The rebrand not only provided a fresh new identity that all the previous silo businesses could adopt, but it also created a sense of pride within these businesses, with the Group restructuring providing with with a greater purpose and understanding of how each part made a difference not only for the clinicians but moreover, for the patients. Additionally, the rebrand was well received by both customers and other providers within the healthcare sector as a whole.
Our work provided the perfect foundation from which all future sales and marketing assets could be built upon, raising their visibility and their market position.
The final sale was achieved with an uplift on expected sale value and we are delighted to continue working with the client as they go through a new brand acquisition.