CASE STUDY:
Albuquerque Pediatrics Rebrand
PREPARING FOR A BIGGER IDEA
Fostering trust between parents, children and pediatricians is one of the ways Albuquerque Pediatrics addressed concerns before they become problems.
They provide guidance for parents concerned about their child’s health and development, as well as answer questions for adolescents and teenagers.
The challenges and opportunities called for a well-articulated brand strategy that prepared the organization for success through differentiated positioning, clear brand architecture, revitalized visual and verbal identity and a well-informed internal roll out and external marketing strategy.
Challenge:
Insights Emerge
We orchestrated a strategic brand assessment process. With the intent to inform and validate a business planning process currently underway, we benchmarked the awareness, attitudes and perceptions of the organization’s internal and external audiences and its primary competitors.
A key insight emerged as we prepared the brand for the future. The name Albuquerque Pediatrics was seen as a “place” yet the organization had significantly expanded beyond the original location. As a much bigger idea, our team emerged with High Desert Pediatrics recommended as the brand name.
Champions for Children
Research confirmed that High Desert Pediatrics could own a territory not claimed by primary competitors. As an organization focused exclusively on the care of children, the unique combination of expertise, experience and advocacy were confirmed as the primary brand attributes. Final positioning focused on the notion of Champions – We stand for children: We champion their health. We advocate their cause. We protect their future.
To bring the brand to life visually, an evolved corporate identity system was created and applied to a comprehensive nomenclature and architecture system.
"I Attribute the great success we've had this year to the strong foundation laid by LP & her team - both in her research methodology and her strong partnership with me and my team to ensure a strategic and effective evolution to our brand. Success metrics attributed to our redefined brand include: 52% increase in donations and 28% call volume, year over year for the same period. I recommend her without reservation." -Dr. Dorsey M. Beggs, MD
Rebrand
We delivered: a new name strategy, a lovable character that kids could connect with, , messaging & logo design with brand lock-ups, a guideline, a copy style guide, and a boot-strap brand awareness strategy and schedule that the company would execute in house.
