Brand Synthesis
Objectives
- Craft a Brand Platform and communications plan expressing the Transformational Development vision
- Design an identity with supporting business systems to convey this vision within a consistent framework
- Maintain flexibility enabling and encouraging growth in the group's activities over time
Description
Ascension Health's Transformational Development team engaged BAT to solidify their Brand Platform and messaging, and develop an identity with business systems to support their growth within the broader organization.
Engagement
BAT worked with the Transformational Development executive team, Ascension Health's CSO, and Communications leadership to establish an extensible brand platform, concrete messaging and a new brand identity capturing the offering for internal constituents, external partners and consumers. BAT engaged this broad team in a rigorous Brand Synthesis® exercise, and development of robust messaging, identity and business systems.
Results
The new Brand Platform and identity crystallized the vision of the team and their role within Ascension Health - clarifying the offering to internal constituents, and providing a forward looking, innovative face to external partners.
Work » By Client » Ascension Health » Brand Synthesis
Ascension Health Brand Synthesis
BAT conducted detailed interviews with all members if the Transformational Development team as well as the corporate CSO, and leveraged these insights to inform a robust Brand Synthesis and messaging development process. We worked with the team's leadership to hone core messaging the captured the group's vision while providing context within the greater structure of Ascension Health. The final platform provided segment-specific messaging for comprehensive internal and external communication efforts.
