Autumn Lake
Case Study
Brand identity and internal brand platform for a healthcare brand
Healthcare
the challenge
With over 17 facilities and counting, Autumn Lake, a growing name on the healthcare scene, was ready for a brand upgrade.
Their current branding had been pieced together as the brand expanded rapidly, and was lacking clarity and cohesiveness on all levels.
The leadership understood the importance of external branding and marketing, but more impressively, they were aware of the importance of creating a strong internal brand as well.
But with so many moving pieces and details to take into account, they needed guidance, clarity and a confident team to take them to the next level.
what was their next?
The new brand would need to work hard on two fronts - communicating their top-quality care to prospective residents and their families, while promoting Autumn Lake’s positive working environment to appeal to current and future employees.
We created a new system of conceptual and visual assets, that could be implemented across internal and external marketing deliverables.
The branding was warm and elevated - with empowering, friendly messaging to engage all the target audiences.
The color palette was a nod to the brand’s name, the bold orange to infusing a cheerful feel, and the rich burgundy establishing the brand as premium.
the process
We used photography to highlight the real, raw, beautifull humans behind Autumn Lake – the dedicated, professional staff and the inspiring residents they were privileged to care for.
Along with the rebrand, we introduced a full brand platform that included various exciting community and employee initiatives.
We also created revamped marketing materials to assist facilities with community outreach, employee retention and on-boarding, and increased resident population.
the results
The new system of conceptual and visual assets gave Autumn Lake the distinct, flexible identity they needed as their portfolio continued to expand.
Over 5 years later, the branding continues to resonate and is employed across Autumn Lake’s facilities across 5 states.