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Case Study: Hillcrest Healthcare, Knoxville, TN
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
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.
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.
Maria McHale
Charley Sexton
John McCulley
Tina Knight
Katrina Roberts
Maria Cornelius
Additional Work
