BIG PICTURE
Remedy began working with Bronson Healthcare Group in 2003. At that time, our objective was to reposition their brand in accordance with an ambitious new vision outlined in their 10-year business plan. The plan set aggressive goals for national quality leadership — most of which Bronson has since achieved. So what does a high-performing brand do for its next act? It takes its already strong image up a few notches.
THE CATALYST
In early 2006, Bronson embarked on a total redesign of its flagship website to add content and functionality and streamline usability. Bronson turned to Remedy to develop the information architecture and site design. A core component of the Bronson communication system, we saw the new site as an opportunity to evolve the brand’s overall look and feel.
APPLYING THE NEW LOOK
The cornerstone of the new visual approach was a combination of nature-inspired and spontaneous lifestyle photography, and a heavy dose of Bronson’s core color: green. The effect was invigorating and quite unexpected for a hospital. The style served as a flexible backdrop for Bronson’s varied messages, whether announcing its prestigious Malcolm Baldrige designation or the opening of a new facility.
NEW GUIDELINES
Several months after the launch of the new look and feel, we turned our attention to the development of standards that would outline the use of the new visual assets — everything from color and photography to a flexible system of green stripes. We worked in conjunction with Bronson’s internal design team to develop the guidelines, and have conducted several follow-up work sessions to ensure our collective work presents a unified look for Bronson.
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