Genesis Health Care came to us wanting to bring continuity, recognition, and unity to their company branding. With multiple locations around the Pee Dee South Carolina area, they needed modern branding that would help them stand out from other medical companies named Genesis in their area while displaying their trustworthy and community-focused brand. Their new logo also needed to be recognizable and dynamic enough to work with multiple locations with different service offerings.
Using their company philosophy and tagline of being “Deeply Rooted in The Community” as a starting point, we developed an icon that was simple, modern, dynamic and abstract. Deviating away from a more literal execution in their tree logo, we developed a visual brand that gave Genesis Health Care a distinct and recognizable look. One that could be used on their new website, lab coats, and even a billboard without losing any visual impact.
A key to the expansion and execution of Genesis Health Care’s brand was not just visually based, but also heavily language and brand voice based. As we continued our research process, we found it essential that the brand language and brand voice had to be simple, digestible, and impactful for it to reach their target demographic. Their voice also had to complement their slogan of being “Deeply Rooted in The Community” focusing on the togetherness of the Pee Dee area and the focus on improving health as a whole community effort. We used these elements and combined it with strong visuals that reflected their new logo creating a full separation from other Genesis’s in the area to provide a distinct identity for them. We then executed these elements across their website, blog and social media posts, corporate print collateral, and even billboards to create a distinct identity of community-focused healthcare.