CASE STUDY: Wellness House
Cancer can strike anywhere, anyone and at any time. Wellness House had a strong reason to believe that their services could successfully extend beyond the walls of their main location in Hinsdale, Illinois to other satellite locations around the metro Chicago area. They knew they had equity and strong recognition in the southwest suburbs, but their brand positioning needed additional clarity so that they could consistently communicate a simple and unified truth of who they are to a much broader, regional audience. Additionally, on a practical level, their website was not easy to update, was not targeting the right brand messages, nor was it responsive across all digital devices.
Brand positioning documentation
Before the website could be designed, the messaging and positioning had to be redefined. We started the process of developing a simple and unified message by casting a wide net. We developed broad research protocols that included a competitive audit, industry research, and primary research, which included a series of group interviews, one-on-one interviews, workshops, and surveys to a broad group of constituents such as staff, donors, participants and healthcare partners. With design thinking frameworks, we distilled this information into several brand components, such as a messaging platform, brand positioning, brand personality, elevator pitch and brand voice, and much more. What bubbled to the surface of our deep dives was a unique industry offering a clear differentiator in a crowded and homogenous marketplace.
Visual Brand and Digital Design
The research also led to a recommendation for a logo refinement that better aligns with the updated brand positioning and a fresh perspective. We were fortunate to be able to completely redesign their website from the beginning, implementing a user experience strategy that reflects, supports and promotes the newly updated brand strategy.