OCN ConnectedCare™ Branding and Marketing Case Study
About the Project
OCN ConnectedCare™ is a Managed Health as a Service organization, doing more than just introducing technological innovations that improve our products and services. They provide end-to-end solutions for exceptional healthcare delivery that has a tangible impact on society, enabling patients, their clinician’s, and pharmacists to lead better, healthier and more fulfilling lives.
So when it came to building their brand already had created the beginnings of a brand identity and were now looking to elevate their brand and presence within the healthcare and pharmaceutical industries. As OCN ConnectedCare™ continued their primary work of providing end-to-end solutions for exceptional healthcare plan delivery, they realized the needed to share their story more broadly so that they could deeply connect with more people in the industry.
Here’s how we helped OCN ConnectedCare™ transform a big branding idea into a substantial element they could leverage to both gain investors and win new business.
In the highly competitive healthcare space filled with legacy providers and new startups that seem to emerge every month, OCN ConnectedCare™ needed a way to not only stand out, but to also reach potential investors in a meaningful way.
While OCN ConnectedCare™ had the start of a visual brand identity, they struggled to communicate with their audiences in a way that truly captured the essence of who they are, what they represent, and how their goals and objectives will seamlessly connect patients to more accessible, affordable and high-quality care. They needed the tools that could communicate their story, their guiding principles, along with providing investors a picture of how the brand itself is organized.
Brand Book Print Specs
Digital Proofs and Prints, Sappi McCoy 100Lb. Silk Cover/100Lb. Silk Text, 60-pages, Full-Color CMYK with PMS Spot Colors, Print run: 50
Knocking out three birds with one stone, the answer was simple: design a brand book and capture key components including the purpose, brand architecture, and color palette using an innovative, yet clear design.
We couldn’t lose sight of the patient’s best interest, which is why the book would elaborate on the processes and methods in place that created a stronger connection to the patient’s entire care team (clinician, pharmacist, specialist, etc.).
Communicating the Difference
We first began by interviewing key stakeholders, and using the information shared as a springboard for the brand story. As interviews concluded, this story evolved-setting them ahead of the competition.
Guiding Principles and Voice
The brand book itself became a roadmap to understanding the organization’s wiring. Everything from detailing guiding principles, communication strategies, tone of voice, and how to stay on message were broken down and rearranged into consumable, beautiful content.
Establishing Brand Architecture
The second third of the book exhibits their brand architecture. We described their house of healthcare brands, organized each product and service into an easily understandable hierarchy, demonstrated how various products and services relate to one another, and established a brand prioritization for investment.
Using Visuals to Illustrate Brand Identity
The third and final section features their visual identity using state-of-the-art craft and design techniques including branding must-haves such as the logo, logo design system, and acceptable icon libraries.
Logo Design System