Challenge
Crafting a voice for an emerging leader in health information technology.
Health Current began as a shared vision among community healthcare providers in 2007. They believed sharing health data was essential to providing effective care. Today Health Current is the largest health information exchange in Arizona.
Alongside partner organizations they are transforming care with more complete information. With Health Current tools, doctors and staff can view statewide patient medical information. This unprecedented access to data improves the speed, quality, and cost of care.
As growth accelerated they needed to prepare to communicate with a larger audience. Managers, nurses, doctors, staff, and patients will interact with Health Current. Yet there was no clear brand and the business was difficult to describe. The organization needed to find their voice.
Approach
We started by leading their management team through an intensive design sprint. Using a curriculum developed at Openform we explored who they are, what they do, and why it matters. After a week, the team had created and tested a messaging system that was clear and inspiring. In the process we agreed the name of the organization was a barrier to realizing their potential. A new name would set the stage for future opportunity and growth.
Through research, ideation, and iteration a new name emerged — Health Current. It immediately resonated. Evocative and effective, the name brought semantic value and strategic impact. With a nod from the board, we began creating a powerful visual identity to support the name and messaging. Again we started with research, looking at the existing landscape of peer organizations. We referenced key messaging elements and the various audience goals. We sketched different visual solutions and tested a wide range of type options. These examinations became the foundation for memorable new logo, tagline, and visual language.
Outcome
To re-introduce the organization to the world was next. We married new smart messaging with a fresh compelling design. The announcement campaign included communication strategy, audience-specific presentations, and new marketing materials. We created new print collateral, website, emails, and brand standards. The visual language came to life. Custom photography, illustration, strong typography, and vibrant colors all supported a new voice.
The outcome is a system of tools empowering the organization to stand out as a leader in their industry. With a new voice, Health Current is able to focus on helping to improve the wellbeing of our communities.