BRANDITUDE

Kindness

WORK PERFORMED

/Brand Identity
/Advertising
/PR
/Digital

Challenge

We began working with Navicent Health before that was even their name. When a new CEO arrived at Central Georgia Health System (CGHS), she knew the 2nd largest health system in Georgia needed a stronger, more cohesive brand. People living in Macon didn’t even realize how comprehensive the system was because there were over 30 uniquely named service lines and facilities. To enhance the experience and trust the community had, everything needed to come together under one master brand.

Seed Factory was tapped for research, insights and creative efforts to develop a new name, tagline, hierarchy, logo and brand identity to better reflect the more than 6,000 employees and larger community served. We also helped with PR efforts and multiple brand campaigns to bring a voice, emotion and understanding to what the new brand meant externally and internally.

Solution

After digging into the research, conducting a series of interviews and hosting consumer focus groups, we were able to identify key insights to help with positioning the healthcare system. The new name needed to reflect the multi-disciplinary approach offered, while continuing to help patients co-navigate their care. After creating and evaluating more than 300 names, the team decided on one that was ownable and available across a variety of .com, .org and .net platforms. The name, Navicent Health, was developed by bringing together the word Navigate and Center—which explained the mission of helping patients better navigate the path of care and continually keeping them at the center of everything the system does.

Complete creative execution, teaser ad campaigns, launch campaigns, PR and brand campaigns followed, as did support for individual service lines.

Results

The health system is stronger than ever, the community has faith and trust in the health care they receive, and employees are motivated to be a part of “something larger”.