June 17, 2011
Winner Winner Chicken Dinner
When the team here at Response took on the challenge of rebranding of Community Health of Westerly (CHOW), parent to The Westerly Hospital and other businesses, we had our sights set on delivering quality work and client satisfaction. The rebranding required extensive market research, analysis, and collaboration with the fine folks of the marketing sub-committee at Westerly Hospital Healthcare. Now I know you’re on the edge of your computer chairs as your inquisitive minds are pondering the question “what exactly goes into the branding process for a project like this?” Read on and satisfy your curiosity as we have outlined the abridged version of the work and thought put into this project.
We began by determining in which areas we could improve the aesthetic of the parent organization (CHOW), which aimed to evolve into a “system of care.” The focus of the rebranding was two-pronged: to find a more consumer-friendly name for the system and to develop a logo that unifies each system branch under the new brand umbrella.
The Response team hit the ground running with the renaming by creating new names that were both less geographically limiting and more consumer-friendly than CHOW. Through methodical survey and quantitative data analysis, it was determined that Westerly Hospital Healthcare was the best name to move forward with. The next step was to develop a logo, consistent throughout the system, which would help the consumer identify the brand as a part of Westerly Hospital Healthcare. Of the three proposed logo’s developed by our insanely talented creative team, one was selected as the winner, thus concluding metamorphosis from CHOW to the new and improved Westerly Hospital Healthcare.
And, as a result of the brain and leg work put into the campaign, we’re proud to say our work was given a Silver Award by the Aster Awards, a nationally renowned award given for excellence in medical marketing and advertising. We would like to extend a hearty thank you to the newly branded Westerly Hospital Healthcare for giving us the opportunity (and faith!) to spearhead such an important project for their organization.
