Homestyle Direct
New E-Commerce Website
ShuBu built and designed a complex e-commerce meal shopping and ordering experience, a multi-level case manager referral form process and integrated it with its CRM system.
The website is Americans with Disabilities Act Standards for Accessible Design compliant. It is tailored and user-friendly for the audience, which includes Healthcare Case Managers and Companies, State Agencies, Adult Children, Medicare Advantage, and Medicare Members!
New Logo
The logo is an abstract representation of a house and the feeling of direct meal delivery to the home. The shapes in the logo make up an "H" and a "D" in the name. The tagline represents what Homestyle Direct values and provides its customers, which is a variety of healthy, nutritious, medically tailored meals for Medicaid Advantage and Medicare Members.
New Visual Identity
The visual identity is much more vibrant and user-friendly and also functions better than it did previously! We produced all of the company's collateral, including the new menu, conference materials, sales decks, and more!
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 the needy 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 Additionally, the rebranding had to be implemented across all platforms, including an outdated e-commerce website, to ensure a cohesive and seamless experience for multiple audiences: elderly, adult children, healthcare case managers, state agencies and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 the campaign to the public via Homestyle Direct’s social media channels, CRM database, and a national press release once the website was fully vetted and tested.
Impact
The rebranding initiative led to several positive outcomes:
Enhanced Brand Perception: The new brand image was more in line with the company's current positioning, enhancing its perception in the market.
Increased Engagement: The updated brand and website attracted higher engagement levels from existing and potential members on its social, email and website.
Brand Consistency: The unified branding across all platforms, including social media and email communication, reinforced brand recognition and trust.
Positive Market Reception: The rebranding was well-received by members, partners, and other stakeholders, affirming the effectiveness of the new brand strategy.
New Campaigns: The new brand has been used in two successful marketing campaigns and will continue to be leveraged for new marketing tactics and campaigns into the future.
This case study underscores the significance of aligning a brand's identity with its strategic objectives and market position. Through careful planning and execution, Homestyle Direct successfully refreshed its brand image, increasing engagement, consistency, and positive reception in the marketplace.