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. It’s been nearly six months since the launch, and reports show an increase in awareness in the community by the volume of phone calls and appointments being made. It has also made recruiting easier, there have been fewer recruiting issues since redesigning the brand and website.