- Healthcare
- DeliverablesAdvertising, Architecture, Audience Identity, Content, Customer Experience, Data & Analytics, Identity, Motion Studio, Personality, Positioning, Public Relations, Research & Trends
SEE CARE IN A NEW LIGHT
Madonna Rehabilitation Hospitals was ready to expand its reach. It had grown into one of the nation’s largest hospitals of its kind and a destination for patients around the country. With a stunning $57 million expansion and renovation project nearly complete, the time was right to unveil a bold new brand to continue the hospital system’s rise. Through an identity overhaul and multiple campaigns, we reintroduced Madonna to the world and healthcare community.
SAYING IT, LOUD AND CLEAR
The new brand mantra — moonlighting as our anthem video’s script — led to two distinct messaging lines and a design approach. “See Care in a New Light” was our campaign concept to reintroduce Madonna to families, healthcare workers and prospective job applicants. Meanwhile, “Renewed Strength for Life” was our bigger brand promise, a timeless tagline. Visually, we infused hope through graphic light leaks and poignant pictures. Working in harmony, the brand voice and visuals balance Madonna’s emotional and rational benefits: hope, renewal and world-class care.
A BRAND NEW DAY
With our direction established, it was time for the big reveal: the grand opening of Madonna’s new patient wing in Lincoln. Our creative team designed the event’s signage and collateral while our public relations team spread the word and scored strong media turnout.
ADMITTEDLY DRIVEN
Bringing new life to Madonna’s brand was a start, but next we needed to drive action. Our campaign landing page compiled stories, care options and expertise to help drive more hospital admission applications and physician referrals.
RESTORING STRENGTH IN VISUALS
Bringing the rejuvenated Madonna brand to life required new photography and a new visual treatment. Our team coordinated and executed a brand photoshoot, yielding a whole new library of visuals. With new graphic treatments, we brought light and encouragement into the campaign’s digital ads focused on the positive, uplifting outcomes of rehabilitation.
AN EYE FOR TALENT
When we weren’t extending the brand campaign or hyping the grand opening, our team was looking for ways to get new nurses to join the Madonna ranks. Working with the hospitals’ human resource team, we created a recruitment campaign targeting nurses in the Lincoln and Omaha areas. Our creative built off of the brand’s new look and feel, but the messaging emphasized career fulfillment, personal growth and opportunity.