Case Study: Hillcrest Healthcare, Knoxville, TN


Educate

and

amplify


Educate

and

amplify


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The Challenge

UNIFY THE
BRAND

With three communities with different names in Knoxville, the client needed a cohesive brand to tie together its overall mission and values. Each community had been viewed as a separate entity and needed a consolidated front to reach the right audiences, including patients, potential patients and families.

The opportunity

TRANSFORMATIONAL CHANGE
Through a full rebranding effort, new and modern logo marks visually connected the communities. We launched a new website and assisted with the execution of a marketing and communications plan that included sharing the cohesive stories about Hillcrest Healthcare while allowing the special attributes of each community to emerge – thus raising the overall profile of Knoxville’s largest skilled nursing organization.

Services Provided

Logos and branding | Marketing | Public relations
Web design and development | Social media

Logos and branding
Marketing
Public relations
Web design and development
Social media

0
distinct communities
0
beds
0
cohesive brand


Design for connection

The new branding for Hillcrest Healthcare included updated colors and marks that would visually connect the communities. We designed new stationery sets and updated the branding at the communities through window clings, signage and more. The project also included new branding for the Hillcrest Healthcare Foundation, as well as The Gardens on Lake Brook, a dedicated hospice wing.


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Click to connect

Our designers, web developers and storytellers created a new website, which serves three communities and several special business units. By first identifying the audiences, search terminology and most-sought information, we laid the foundation for a cohesive experience that readily serves website visitors.

Visit website

Click to connect

Our designers, web developers and storytellers created a new website, which serves three communities and several special business units. By first identifying the audiences, search terminology and most-sought information, we laid the foundation for a cohesive experience that readily serves website visitors.

Visit website
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Social for the cause

The development of new social media channels provided the opportunity to celebrate Hillcrest Healthcare’s patients, residents and team members. We created and executed a social media and PR campaign called “Every Light Matters,” a large-scale tribute to healthcare heroes. Our teams created temporary profile graphics and content and promoted the campaign through various media sources for the community to support healthcare workers via social media, artwork and blue lights. Knoxville became lit in blue, including the Henley Street pedestrian bridge.

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Project
Team

Project
Team


Maria McHale


Charley Sexton


John McCulley


Tina Knight


Katrina Roberts



Maria Cornelius

Additional Work