When Domoto was asked to help esteemed marketer, Jung Park, rebrand Craig Hospital for the first time in nearly 50 years, it was clear that visitors wanted a more personalized experience that kept their evolving specific needs at the forefront. Through extensive research and stakeholder groups conducted with the Craig team, current clients and Board members, we found that they wanted a brand strategy that spoke to their patient’s needs and gave them a sense of connection and belonging to a shared goal. Understanding the needs and pain points of each persona interacting with Craig was integral to creating an all-inclusive brand strategy that will serve patients for years.
Interviews with current and previous patients highlighted that those who had experienced a traumatic brain injury expressed an unyielding determination to get back to living an empowered life in the most meaningful way. Their resiliency was truly striking – doctors and nurses spoke of the collaborative and symbiotic relationship the patient and practitioners needed to achieve exceptional results. These vital conversations gave us a true perspective of Craig. By telling the story of goals and values shared between patients and practitioners, a unified brand message was developed that resonated with each individual.
The idea that Craig patients and practitioners were on a shared journey of resiliency and growth inspired the creation of a new mark and logo that merges patient and practitioner goals. Two halves of an arrow come together, symbolizing the forward motion patients and practitioners create when in lockstep. The new brand strategy revitalized the organization, focusing less on the institution itself and more on the unbelievable strength and dynamism of the brand’s community. The new brand guidelines Domoto created allowed Craig to rebrand both externally and internally.
Employee understanding, engagement and advocacy of the company’s strategy are critical for the new brand to be fully implemented and felt at a deeper level. To assist with the overall company buy-in and communications, we created Craig’s employer brand, B Craig. B Craig helped employees understand the new brand strategy and how they could implement it in their specific areas of the business.
Tying the new brand strategy together was the creation of all associated brand collateral such as pamphlets, company business cards, PowerPoints, emails and web designs. The new branding brought the strategy and messaging to life in an easy-to-digest way. And, while the branding our team created brought the Craig brand to life, the patients, staff and overall mission of Craig inspired and brought us light.
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