Our Work | Catholic Medical Center
With an opportunity to elevate their presence in the marketplace, Catholic Medical Center was looking to upgrade their brand position as one of the top healthcare providers of choice in the greater Manchester Region.
Building off a strong legacy brand, in partnership with a new leadership team, we sought to redefine the CMC brand, it’s visual identity and supporting language by leveraging the launching pad of an integrated Master Brand Campaign. Our research identified the opportunity to upgrade CMC’s brand personality and unified service line marketing efforts. Deliverables included a comprehensive master re-branding deployment strategy, brand guides and deployment / activation tactics, including messaging for broadcast, outdoor, print, digital and social solutions.
CMC requested a new corporate logo and brand icon as a part of the evolution of their brand. Moving out of the box (literally), we then abbreviated the full name of the organization positioning the brand mark “CMC” as the dominant visual element of the logo. Contemporary typography and modern icon unveiled an enhanced color palette communicating a progressive mission with a nod to its faith-based roots. With the “Heart of Health” as a foundation we developed the campaign theme ‘Where Heart Meets Health’ for this latest master brand launch.
Master Brand Campaign
With multichannel components (including TV, radio, direct mail, print collateral, digital advertising and media planning) in the marketing plan, a brand campaign was developed with the introduction of new visual concepts, style palette, logo, tone of voice and messaging intended to act as an effective and seamless evolution of the brand. Television concepts, ranging from a clean yet warm introduction of the logo from staff to a spot about CMC’s connection to the Greater Manchester community, were unified by new campaign theme and tagline: “CMC. With Heart.” The tagline was created to leverage the renowned New England Heart Institute and communicate the feeling of “compassionate excellence”.
Service Line Campaigns
Independent campaigns were developed to promote various service lines and communicate important information related to evolving services, new locations and modified naming conventions. We created core components for urgent care, primary care, quality measures, physician recruitment, philanthropy and more.