The healthcare industry is in a transformative period, with leading organizations gaining a competitive edge through M&A activity and technology investments. Each merger is accompanied by a fast-paced initiative to align brands, communicate competitive advantages, and increase market share.

Challenge

A large non-profit healthcare system had purchased a next-generation B2B data and research company, which needed its digital identity to be updated and aligned to its new ownership’s brand. Due to the complexity of the services and organizational structure, it was critical to get the message and strategy right.

The client also did not have a website to reflect its new organization and present its story to the market.

Solution

Kopius* was chosen to deliver a brand guideline and messaging strategy. The scope of services included a visual brand guideline, web interface designs, a messaging strategy, a content calendar, and supporting collateral templates. Kopius was also tasked with the design and development of a new corporate website.

Kopius started with brand and identity exercises that would inform the visual design for the acquired business unit. Partnering with the in-house marketing and communications teams ensured that the visual concepts were in harmony with the values and goals established for the company.

Those exercises resulted in mood boards that became the foundation for decisions regarding the visual identity and digital style guide.

The design team then provided design concepts that were translated into specific deliverables, managed by our internal project managers to ensure maximum efficiency and quality output with minimal pressure on the client’s internal teams.

As the mood boards and design concepts took shape, the Kopius design team collected brand requirements into a style guide. The style guide included logo treatments, color palettes, font treatments, design requirements for web pages and collateral, presentation templates, and guidance for the tone of voice and communication.

Simultaneously, Kopius designed, developed, launched, and populated a new SEO-friendly corporate website, built using a flexible content management system so the client could manage updates and take ownership of content as it evolved. The website emphasized partnership opportunities and was up and running on the day of the business’s launch at a large health conference, which the business sponsored.

Results

The refreshed brand communicates professional capabilities, tells the B2B business’s story, and breaks its complex solutions into easy-to-understand concepts. The client was empowered to establish itself in the market and quickly get busy growing its market share.

The website is the foundation of the company’s digital marketing strategy and supports communication, lead generation, and sales engagement efforts.

*Kopius performed this work under its previously known business name, Valence.