Sun Life Health

Problem

Sun Life Health (SLH) is a quality healthcare network and provider in Pinal County, Arizona. Their resources and reputation have grown over the last 45+ years and they came to ShuBu Creative to update their brand and messaging to better reflect who they are in today’s market. After a deep analysis, we discovered several key areas in need of alignment for both consistency and clarity.

We found that they had inconsistent branding across service lines, different naming conventions and slightly varying logos at their various locations. In fact, we determined that the logo and colors were very similar to Walmart’s branding, which ultimately translated to a discount feel in the consumer’s eye and did not show the depth and breadth of what they offered— top quality healthcare.

Through focus groups and our signature interview process, it was revealed that the word 'center,' which appeared in all their service lines, had different meanings to prospective patients. Finally, we found very little diversity in their marketing assets despite locations in very diverse areas.

Solution

We began by renaming Sun Life Family Healthcare Center to Sun Life Health. Next, we created a brand and visual identity to reflect that they are quality, reputable healthcare providers for everyone, regardless of race, age or socio-economic status. We updated the color palette to a brighter, more modern aesthetic- one unique to SLH. In addition to redesigning the logo to mark a sun moving in a circle, symbolizing innovative patient-centric care, we also changed all of their brand and marketing photography to be more inclusive and diverse. Finally, we launched a new messaging platform with more engaging, value-driven language to ensure connection with the audience. 

Impact

Sun Life Health now has solid brand guidelines and consistent branding across all channels. Since the re-brand, the organization has received several community recognitions, federal grants and awards. Executives at the hospital reported that they show an increase in awareness in the community by the volume of phone calls and appointments being made. They also reported the branding has also made recruiting easier, there have been fewer recruiting issues since redesigning the brand and website. 

Homestyle Direct

We built and designed a website with an e-commerce meal shopping and ordering experience, a multi-level case manager referral form process and integrated it with the company’s CRM system.

Problem

Homestyle Direct recognized the need to evolve its brand to better align with its growing offerings and changing market dynamics—the company had grown from a meal delivery service for food insecurity into a comprehensive healthcare company offering home-delivered meals to Medicaid Advantage and Medicare members.

The existing brand identity was 26 years old and no longer fully represented the company's full offering, necessitating a comprehensive rebranding. The challenge was to develop new messaging and a visual identity that positioned Homestyle Direct as a healthcare company with many meal choices and meals that were medically tailored to specific disease states - heart disease, renal disease, diabetes, gluten intolerance and other chronic conditions. Additionally, the rebranding had to be implemented across all platforms, including an outdated e-commerce website, to ensure a cohesive and seamless experience for multiple audiences: elderly, adult children, healthcare case managers, state agencies and healthcare companies.

Solution

The initial step involved comprehensive market research to understand industry trends, customer needs, and the competitive landscape. This research laid the foundation for developing a messaging strategy that would resonate with the target audience. The key focus was to hone in on the messaging that accurately reflected the brand's values and offerings. Alongside the messaging refinement, a new visual identity was developed and launched. The visual identity comprised a new logo, colors, supporting graphical elements, iconography, font packages and photography style. Once approved and trademarked, we updated the website design, all social media channels, and email templates to reflect the new brand image and messaging. This also included programming a new e-commerce website (not only frontend design), fully designed to meet the needs of multiple audiences, including a shop for meals, referral forms for case managers and information for state agencies and partners. To ensure effective implementation, training and communication were provided to the internal team on how to use the messaging toolkit and all new sales collateral effectively. This step was crucial to maintaining a unified brand voice across all departments and platforms. Included in the training was lots of new swag given out to employees, including puffer jackets, hoodies, stickers, pens, and more! The final step was launching a comprehensive marketing campaign targeting Case Managers, and also the company’s database of current members. The invigorated communications were sent consistently and frequently to both case managers and the existing members. We leveraged Homestyle Direct’s social media channels, CRM databases, and national press releases to communicate new medically-tailored meals, updated menus, and the variety the company provided for its members.

Impact

Here's the exciting part: We met the challenge and exceeded it! Meal orders skyrocketed by an impressive 87% year-over-year, and we grew their customer base by 32% after the first marketing campaign post-rebrand. Now after 2-years, revenue grew from $40M to $60M due to the re-branding, new marketing efforts, strong sales team and stronger operations overall.

Youth Healthcare Alliance

Problem

The Colorado Association of School-Based Health Care (CASBHC) faced challenges in effectively communicating its mission, services, and impact to its target audience. The organization's previous name, branded as an acronym CASBHC was confusing, making it difficult to differentiate themselves from hundreds of other Colorado health-based organizations and make new legislators (their primary audience) aware of their cause, which equals more funding for school-based healthcare clinics. 

Solution

CASBHC partnered with ShuBu Creative to lead its rebranding strategy. Collaborating closely with the Executive Director, staff, and board, ShuBu Creative embarked on a comprehensive branding process to redefine the organization's identity and develop a compelling brand narrative.

ShuBu Creative began by facilitating brainstorming sessions and conducting in-depth interviews to gain insights into the organization's values, goals, and target audience. Through this collaborative process, a new name, "Youth Health Care Alliance," was chosen to reflect the organization's mission better and focus. The tagline, "Champions for Colorado School-Based Clinics," was also developed to succinctly convey the organization's dedication to advancing healthcare access for youth.

To further strengthen the brand, ShuBu Creative refined the brand power words to encapsulate the organization's services: "Advocacy, Advancement, Access, and Equity." These words became the pillars of the brand, representing the core values and impact of the Youth Health Care Alliance.

Impact

The rebranding efforts led by ShuBu Creative had a significant impact on the Youth Health Care Alliance. The organization's new brand narrative now effectively communicates its purpose of improving healthcare outcomes for youth in Colorado. The refined brand power words provide a clear framework for the organization's work and resonate with its stakeholders.

The visual identity of the brand was also transformed to reflect a youthful yet sophisticated image. ShuBu Creative designed modern iconography and selected vibrant colors that captured the attention of the target audience, creating a visually appealing and engaging brand presence.

With the successful rebranding, the Youth Health Care Alliance experienced several positive outcomes. The organization's new name and tagline helped position itself as a leader and advocate for school-based clinics in Colorado. The clear and concise brand messaging improved communication with stakeholders and increased awareness of the organization's services.

The impact of the rebranding efforts extended beyond the visual identity. The Youth Health Care Alliance witnessed enhanced recognition and engagement from key stakeholders, including school administrators, healthcare providers, and policymakers. The organization's revitalized brand presence and narrative attracted new partnerships and funding opportunities, further fueling its ability to advocate for accessible and equitable healthcare for youth.

To learn more about the Youth Health Care Alliance and its impactful work, visit their website at www.youthhealthcarealliance.org.