SHBC – Brand Identity
Hearing Care Is Health Care
An established and well-loved practice in the city, SHBC needed a brand refresh that represented the practice’s modern growth and wide range of patients. In close collaboration with presiding physicians, I worked to create a modern, bright, and approachable rebrand for SHBC applied to multiple outlets including print, web, marketing strategies, and copywriting.
Key Goals
Market research and direct communication with physicians provided insight into a number of key goals for the practice rebrand:
Bring messaging and awareness to hearing care and how essential it is to overall health (like eyes, ears, and teeth).
Create physical and online resources that helps patients practice preventative care at home when traveling to the office is difficult.
Appeal to younger demographics in order to bring awareness to hearing protection as part of a preventative care routine.
Produce eye-catching front-end collateral that will draw new patients to the front desk.
Visual Design System
When meeting with the client about what they were looking for in a redesign, there was an expressed desire to maintain the original brand colors (dark blue and bright green) as it reflected local aspects of the practice.
With a darker color as the base, I chose to incorporate bright pops of color that could provide contrast and vibrancy to the site and beyond.
Headlines were made to be bold, eye-catching, and easily interchangeable, as the end goal was to pass the site along to the practice for in-house edits.
Website Redesign
The main goal web redesign was to simplify the messaging of the previous site in a clear and concise way. A complete rework of copy to reflect the practices’ values and inform the patient in the most approachable way was initiated.
We also chose to include new outlets for patients to interact with, including links to hearing device supplies, an online messaging portal, and in-depth walkthroughs.
Print Media
Providing take-home resources to patients once their appointment was over was an essential goal of this project and a way to best serve the user.
Many patients felt overwhelmed by the amount of information in one appointment, or unsure of making an appointment at all. Small hand-outs were provided with main bullet points for each type appointment.
Recall postcards mailed to patients were generated to provide a tangible reminder to continue care. Promotional stickers were also generated to appeal to younger patients and children and provide a sense of fun and engagement.
