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Excellence in Healthcare Branding
Foote Health System rebranded as Allegiance Health System to signal change.
Impact: Dozens of locations and thousands of assets needed to be transitioned with speed, impact and cost control.
Timing: BrandActive was engaged during creative development to plan and manage launch in 9 months
and the completion of the transition over the following year.
Brand change, brand improvement and brand management
- Defined project scope and created transition budgets and timelines for presentation to the executive team prior to
completion of creative development
- Planned and managed the transition of every branded asset including transition strategies, project planning, budget
management, vendor management and hands-on execution
- Leveraged the rebranding program to make specific improvements to branded touchpoints like signage, wayfinding
and document standards
- Established brand management tools and processes.
Optimal healthcare brand transition
Smarter: "Understanding the true financial, timing, and organizational implications of this transition early in the process was
the key to setting this program up for success." Anthony Gardner, VP Marketing and Business Development.
Faster: With limited time from approvals to launch, BrandActive ensured that the application design, vendor selection and
production processes were streamlined to meet all brand, launch and financial objectives.
Better: Anthony also noted, "BrandActive's unique expertise allowed us to leverage this rebrand to improve multiple brand
touchpoints in ways we didn't imagine, while bringing the project in on-time, under budget, and beyond expectations."
Executing a major rebranding is a costly
undertaking. The opportunities to reduce these
costs are numerous, and they can often be
taken advantage of while improving brand
expression. The Allegiance implementation is a
gold standard for quality and the implementation
came in under budget.
Signage and wayfinding
Allegiance was commited to not repeating poor
signage and wayfinding practices. We took a
rationalized approach that not only saved
money but resulted in enhanced brand
expression and patient experience.
Allegiance used the rebrand to improve
specific branded touchpoints like their suite of
customer-facing documents including their
billing statement, consent forms, etc.