The evolution of a legacy healthcare brand
Services PROVIDED:
Visual identity
Website
Brand Activation
Challenge
As UC San Diego Health sought to expand their geographical footprint and shift their focus from specialty to primary care, refreshing the brand became essential to attract a younger audience in a highly competitive category.
Insight
Appealing to new audiences often requires a delicate balance between preserving a brand’s roots and modernizing its identity for relevance in an evolving market.
Solution
Bring thoughtful evolution—not revolution—to the brand, infusing a distinctiveness that would allow UC San Diego Health to stand out in a homogenous landscape.
STRATEGY
Prescribing modernity and methodology
UC San Diego Health boasted a longstanding, local presence and strong reputation for providing quality healthcare. The essence of a great brand was already intact. Traina led the way in translating that essence into an expanded, modern identity. Then set about developing prescriptive guidelines and templates to instill a uniformity that the brand had previously lacked.
STRATEGY
Diagnosing opportunities for distinction
UC San Diego Health’s existing brand toolkit was somewhat limited and therefore difficult to implement for their brand and marketing teams. An audit of local competitors revealed the use of similar color palettes and generic imagery to convey mostly transactional messaging. Without changing the core tenets of the UC San Diego Health brand, we expanded the color palette, created a more friendly typographic approach and established a new, more emotive photography style to set them apart from the competition and connect on a more personal level with their audiences.
Brand Application
Connecting the brand with the community
Once the website was complete, the new brand was introduced to both internal and external audiences.
Internally, we delivered a new set of guidelines that included a series of templates for both internal and external marketing teams. The templates were designed to allow enough flexibility for their multiple audiences and uses, while retaining tight formatting for brand consistency.
Externally we collaborated with the client’s creative team to develop a series of print and OOH ads that carried existing messaging, but delivered with the warmth and heart of the new UC San Diego Health brand.
Digital Activation
Performing a head-to-toe digital transformation
The move to a primary care provider necessitated an update to their website, to accommodate the expanded content and increased traffic. We designed a completely reimagined digital experience that expressed the new brand, yet emphasized user experience, accessibility and conversion. A design system was constructed for maximum flexibility and expansion, helping their internal team easily port over hundreds of pages of legacy content as well as create new pages and respond to changing content needs
