Beacon Health’s mission statement was evolving. Their fear was that the brand didn’t stand up to the change—let alone apart from the competition. Once the strategy was set and the competition was understood, Beacon needed to find ownable moments—both in visual and voice—to really stand out and deliver on its promise to patients. Beacon planned on using their existing logo with the evolved brand. But, they also wanted to account for the potential of a new logo, down the road. Understanding that ask at the onset allowed us to build a system flexible enough to adapt for future growth and change.
TenTen evaluated the brand identity to determine which parts aligned to the new mission and which needed to evolve. We reviewed existing brand materials and tools to understand where gaps might exist, ensuring a consistent patient experience. As part of our analysis, we also looked at the competitor set to see how far the brand needed to push to stand out.
TenTen translated the new mission into an actionable brand strategy, inclusive of personality and voice principles. From there, we developed a visual identity to act as a strategic and creative launchpad for all brand expressions.
As Beacon started to roll out the work, we worked with teams across the organization to teach them how to bring the refreshed brand to life in a consistent and compelling manner. Our work involved training sessions, additional guidance and creating easy-to-use templates for non-designers.
Beacon had name recognition, but not brand recognition. It had developed a new mission to be more patient-centric, but its current identity didn’t align, nor did it telegraph the positive changes they were making to better serve their patients and communities.
We found an ownable space—both in visual and voice—to really stand out and demonstrate its commitment to better serving patients no matter where they received care throughout the Beacon Health System
“This isn't about a big rebrand.
This is about making an existing brand work harder.”