Case StudY

HealthAxis Redefining
A 60-Year-Old Brand

HealthAxis, a leading provider of healthcare technology solutions, aimed to revitalize its brand to reflect its cutting-edge innovation and commitment to simplifying complex healthcare challenges. The rebrand needed to resonate with modern audiences while maintaining the trust of long-standing stakeholders.

SERVICES WE PROVIDED

Brand Strategy, Logo Redesign, Visual Identity Development, Brand Guidelines Creation, StoryBrand Messaging Guide, Marketing Collateral Design, Website Revamp, Content Creation, Digital Advertising Campaigns.

The Challenge

Transforming an Outdated Brand into a Modern Identity for Healthcare Technology Leadership

HealthAxis’s existing brand lacked the modernity and sophistication necessary to compete in the evolving healthcare technology landscape. The old logo and visual identity did not align with their mission to provide innovative and seamless solutions. The challenge was to craft a contemporary and cohesive brand identity that communicated trust, innovation, and simplicity.

Approach & Execution

We Conducted In-Depth Research Into Healthaxis’s Target Audience, Competitors, And Industry Trends.

This process included stakeholder interviews and brand workshops to define key brand attributes and objectives.Using insights from our research, we developed several logo and identity concepts that incorporated clean lines, modern typography, and healthcare-centric imagery. These concepts aimed to evoke innovation and reliability.

Once a concept was selected, we refined the logo and built out a complete visual identity, including color schemes, typography, and graphic elements. The updated website and marketing materials integrated the new design seamlessly.

A Collaborative Process Led To Company Ownership of the New Identify

We employed our proven process for creating a rock-solid brand that was current and designed to feel current for many years to come.

1. Audit: Evaluated the existing brand and identified gaps.
2. Strategy Development: Defined brand pillars and core messaging.
3. Design: Created multiple logo iterations and visual identity options.
4. Feedback and Iteration: Collaborated with HealthAxis to refine the selected designs.
5. Implementation: Rolled out the rebrand across all digital and physical touchpoints.

Once Designed, We Created A Clear Roadmap To Preserve The Brand’s Integrity

The Brand Guide was very thorough, and included a Brand Positioning Statement, the values of the brand, audience personas, brand colors, typography, and best practices.

The Website Was Redesigned To Improve UX And Support The Fresh, New Brand.

In redesigning the website, we used an Agile methodology, which is a six-step process for better engagement and conversion.

1. CONTINUOUS CYCLES
2. SMALL, HIGH-FUNCTIONING, COLLABORATIVE TEAMS
3. FLEXIBLE/CONTINUOUS EVOLUTION
4. CUSTOMER INVOLVEMENT

Built upon the WordPress platform for easy client-managed content management, the site reflected the new brand voice, color palette, and core strengths.

We Leveraged Digital Marketing Campaigns To Promote The New Brand and Reinforce HealthAxis’s Core Strengths

Utilizing an account-based marketing strategy, the focus was on less than 150 key targets, which gave us the unique opportunity to build strong relationships with prospects and convert them into clients.

Because their sales cycle is so long with such a large purchase and the consideration of organizational shift a new software platform will bring, we can use this on-going relationship-building opportunity to cement our value in the minds of key decision makers directly. A component of their overall ABM strategy, such an approach would be unthinkable to SaaS companies who appeal to the large B2B pools.

HealthAxis already knew who their targets were, so it was not insurmountable or unreasonable to think we could touch them all personally and memorably.

The Results

The New Logo Became The Foundation For An Enhanced Brand Perception

The new logo and visual identity were praised by clients and stakeholders for their modernity and relevance. The rebrand positioned HealthAxis as a forward-thinking leader in healthcare technology.

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