Healthcare Rebranding Case Study: Leading post-acute care with compassion
One secret to remaining in operation for over a century is simple to understand, but difficult to do: stay committed to your core values while taking the time to listen, learn, and adapt. We helped Home Health & Hospice Care achieve this through a process that entailed extensive brand research, focus groups and surveys, revitalized messaging with a new tagline, and a fresh visual identity.
WHAT WE DID
Healthcare rebrand, including name review, tagline creation, core messaging and visual identity
Visual identity
When determining the new visual identity of Home Health & Hospice Care, it was crucial to prioritize the comfort and care of the individual strongly. The prominent heart iconography conveys the compassion for patients at the center of all operations, while the new brand colors reflect a balance of reassuring calm and skillful medical care. Finally, a new type treatment was used to shift the primary focus from “hospice care” to “home health”, bringing the presentation of the organization’s name into better alignment with the services offered.
Before
After
Core messaging, including tagline
After assessing and analyzing the perception of Home Health & Hospice Care among its target audiences, we leveraged the findings to develop a creative brief that would guide the core messaging of the revitalized brand. As part of these guidelines, we outlined the key characteristics that define the brand and clarified how to better position it among local, regional, and national competitors. With this guidance in mind, we defined the brand’s tone of voice and drafted sample copy that showcased their commitment to providing compassionate, individualized care. This renewed sense of identity and direction was encapsulated by the organization’s new tagline: Leading with compassion.
Brand research
Any successful journey starts with a map and a plan, and rebranding is no different. To better understand where Home Health & Hospice Care should be in the future, we began by assessing the past and present through a series of focus groups and surveys. Over several months, our team connected with the organization’s board members, managers, staff members, volunteers, area medical providers, and members of the local community to glean insights into the most resonant aspects of the brand’s mission and messaging.
4 focus groups, 4 surveys, 240 voices heard across the organization
The team at Cookson Communications was an absolute pleasure to work with. From the beginning, Matt and his team demonstrated transparency, strong lines of communication, and professionalism throughout the rebrand process. Cookson Communications did not just provide Home Health and Hospice Care with a new look – they helped us truly define our brand identity and market position.
Matt and his team were flexible and supportive through the lengthy rebrand process. Admittedly, this was a tough assignment for Matt’s team – to rebrand an agency with over 140 years of history in the community. Cookson Communications graciously accepted feedback and produced an excellent product. I could not be happier with their attention to detail, creativity, and rationale for their designs. Since launching our rebrand, I have received tremendous amounts of positive feedback from our staff, the public, and even direct competitors. Home Health and Hospice Care is proud of our new brand and couldn’t have asked for a better partner.
Stephen McLean DPT, MBA
Chief Operating Officer
