A leader in healthcare LMS software, business acquisitions had out paced their branding over the previous few years, such that their family of brands lacked a cohesive strategy, over arching brand structure, hierarchy, and visual language.
Create a clear brand map to accommodate the Relias family of brands and a design system under which new brands could easily be incorporated into the future under one unified approach.
We created a comprehensive brand, design, and communication matrix and at the center of our strategy was the end users, “Relias’ heroes” — Nurses, Physicians, Allied Health Professionals. We developed each brand group under an umbrella brand, but allowed for unique identity kits, brand guides and a comprehensive plans for implementation and future acquisitions.
We conducted extensive research into the business, industry, and competitive marketplace to formulate a solution that considered the end-user. We outlined the existing market and brand landscape and began planning for strategic and visual brand conversations.
By conducting workshops and interviews with stakeholders throughout the company, we quickly began to discover and uncover key insights that would serve as the foundation for a strategic execution.
We identified recurring themes to influence a design matrix upon which we’d base future branding, positioning, and visual identity explorations – all leading us to a unifying concept.
A key insight and recommendation was to organize business lines by end-user, resulting in three distinct brand visuals to create a singular brand ecosystem of Relias hero’s (Nurses, Physicians, Allied Health professionals). To define each brand group – unique color, identity kits, and brand guides were created to provide distinct expressions within a cohesive brand family.
Once we established a clear hierarchy, we created a brand identity to help instruct the way the brands portrayed themselves as well as a plan for implementation and future acquisitions.
To help Relias maintain a handle on their identity going forward, we developed a brand guide and templates for commonly used documents like presentations, stationary, and future marketing efforts.
