Positioning a healthcare brand around the power of caring for the whole of every person.
Brand positioning & design
Three insights about health drove our positioning and subsequent design approach
1.
80% of health happens outside of healthcare
2.
People are more than their ailments
3.
Relationships are at the center of great health
Brand Strategy | creative direction & design | Marketing capability consulting
Allina Health’s positioning came to life through a brand system that is vibrant, active and full of vitality – while still maintaining the ability to communicate a sense of expertise and trustworthiness.
Clinic design & patient experience
Clinics are a core asset in the Allina Health system – providing geographic breadth, and serving as a frequent touchpoint. We used Allina Health’s new brand positioning to focus the role of clinics as a means of creating more high-value patient experiences. While the category attempted to reduce interactions with healthcare, we saw an opportunity to increase contact in low-barrier, high-touch ways that elevated the brand.
Experience Strategy | Brand & clinic Design guidelines
Four key experiences guide future clinic design at Allina Health.
1. Health Navigation
2. Convenience Care
3. Education & Exploration
4. Community Spaces
Everyday convenience care
Convenience care was an important driver of growth, as well as masterbrand awareness for Allina Health. We conducted consumer research that pointed to a unique, untapped category insight: Care can mean answering the everyday questions we all ask; questions as simple as “What does it mean?” all the way to “Who do I call?”.
Brand Strategy | Brand Design | Digital UX & UI
Convenience care was an important driver of growth, as well as masterbrand awareness for Allina Health. We conducted consumer research that pointed to a unique, untapped category insight: Care can mean answering the everyday questions we all ask; questions as simple as “What does it mean?” all the way to “Who do I call?”.
The Allina Health Everyday digital experience was designed as a streamlined means of accessing care – whether early in the funnel, or at the moment of seeking care.
Brand Strategy & Architecture | Creative Direction | Brand, Digital & Experiential Design
WITH: Adrian Ho, Dave Annis, Jen Shadowens, Zach Jenson, Josh Dick, Ellie Schneider, Kristan Nolan, Natalie Kennedy, Reuven Perlman, Kathy McGrath
AGENCY: Zeus Jones
