One of the largest providers of long-term care and post-hospital rehabilitation in New Jersey, Omni Health Systems was also one of the most fragmented. With 18 independently operating health centers, each with its own name and localized marketing approach, Omni lacked the unifying vision and brand identity needed to achieve statewide traction. Corporate brand equity was further sullied by negative publicity surrounding a protracted labor dispute in years past.
Omni asked Desantis Creative to help rebrand and redefine the company as the parent of all center operations, while demonstrating the advantages of an integrated, unified health care network. The branding effort also had to consider the wide ranging capabilities of the various network members while still reflecting the new shared vision and direction.
After a thorough situation analysis, we developed a total strategic branding program, including a master brand architecture system, which served as the framework needed to build a cohesive network structure, enhance operational efficiencies and deliver a focused message to the marketplace.
A new corporate name was also integral to the program’s success. The name we created – Alaris Health – captured the fresh approach and promise of the unified organization. A dynamic, contemporary visual identity system was also designed to bind all network members together and reflect the company’s bold outlook for the future.
Since its launch, Alaris Health has gained broad awareness in all service areas. Likewise, results of surveys among key stakeholders attach critically important values — quality, service, responsiveness – to the brand, contributing to increased referrals and admissions across the entire network.
GRAPHIC DESIGN USA presented a
2014 HEALTH + WELLNESS DESIGN AWARD
Services: Research / Brand Strategy / Naming / Brand Identity / Architecture / Employee Engagement / Tag Line / Styles Guidelines / Website / Marketing Collateral / Stationery System / Ephemera