OVERVIEW
Client: Patient Empowerment Network (PEN)
The Patient Empowerment Network’s goal is to empower patients to play active roles in their healthcare decision-making by arming them with tools that provide confidence and put them more in control of their health and healthcare.
While empowering patients was the goal, PEN found their branding was not aligned with their mission and not well-recognized in the advocacy space.
They turned to the Health Content Collective for help in rebranding to better align with their mission and to increase awareness of their organization.
Outcomes
AT A GLANCE
Before
After
Our Process
Refining the Branding
PHASE 1: LOGO REDESIGN
We helped the Patient Empowerment team articulate their goal and refine the brand logo to offer meaningful insight into the mission.
The final result showcased the Patient Empowerment Network as a destination where newly diagnosed cancer patients feel welcome and are EMPOWERed to participate in their healthcare decisions.
Before
After
CONTENT CREATION
PHASE 2: ALIGN LOGO WITH THE PATIENT EMPOWERMENT NETWORK’S MISSION
Health Content Collective worked closely with PEN to provide logo design options that better showcased the PEN mission. The geotag pinpoint became the basis of the branding concept as it served as a recognizable icon representing the Patient Empowerment Network as a destination for patients.
The updated logo symbolizes a new era for the Patient Empowerment Network.
THE TACTICS
✴ Through deep discovery, helped PEN articulate what a meaningful logo would ideally invoke in those that encounter the brand.
✴ Harness the power of design techniques that propel meaning for a brand— through the use of meaningful iconography, color selection and design aesthetic.
✴ Presentation of numerous design options for client to review.
✴ Brand strategy meetings with client to help guide a selection process that considered the merits of all options presented.
✴ Focus groups and surveys to assess quality and effectiveness of various brand image directions.
✴ After selection of underpinning brand logo direction — refinement of art collateral to deliver final design assets.
✴ Updated video graphics package to include updated logo, with animation and music.
THE RESULTS
The Patient Empowerment Network (PEN) is now a destination for newly diagnosed cancer patients and their families. Health Content Collective’s easily recognizable logo and branding redesign visually showcases that PEN is indeed a destination and highlights its mission of Empowering patients and families in every encounter they have with the organization.