When WestHeath realized it suffered from a lack of clarity concerning its purpose and services, the suburban medical facility enlisted the Perkins+Will Branded Environments practice to help refine its brand image and better reach its target audience. We conducted a situation analysis, staff visioning sessions, user group interviews and independent information-gathering processes to develop a new and more effective brand strategy and positioning framework.
Driven by the strategic framework, our team designed a wide variety of brand communications vehicles, including brand image/identity standards, website restyling and organization, presentation templates and external/internal collateral. We created "template" formats for these elements, allowing WestHealth to utilize in-house or consultant staff to maintain brand consistency, while maintaining brand materials cost-effectively. This structure streamlined the client's communications and better conveyed their service line, resulting in stronger recognition and preference from both the physician and patient audiences.