Rebrands
HealthFitness
“Now we know what makes us different and how to tell others.”
How Mercury defined a differentiator and unified a team.
Project Overview
The Senior Director of Marketing at HealthFitness approached us wanting to refresh the design aspects of their brand to elevate their message and modernize their look and feel. As we do with all clients, we took a step back and began with strategy first. During our first discovery call with the team from HealthFitness and their parent company, Trustmark, we uncovered something important. They all knew their “why” and they all knew how they delivered amazing service to their clients, but when it came to describing what they did – everyone had a different answer. Each member of the team had a different way of describing what they did and the leaders each had a different product or service that they highlighted. We discovered that in addition to their need for a refreshed, identifiable, and memorable brand they also needed messaging to unify their team, build trust and create a foundation for growth.
Client Goals
- Align ourselves internally on our true purpose, essential value and brand identity
- Clear up market confusion on who we are, what we do and who we do it for
- Create branded documents, templates, resources and materials to be used by all teammates to provide consistency for clients
- Align ourselves internally on our true purpose, essential value and brand identity
Project Focus
Solving this particular brand problem would rely heavily on helping to uncover the company’s essential value and gaining buy-in across the organization.
“We would not have gotten here if not for all of you and your process.”
— Candace, Senior Director, Marketing, HealthFitness
New Video Brings New Brand to Life
Insights Gathering Leads to a Clear Differentiator
Insights gathering is our fancy way of saying we ask really good intriguing questions and then listen intently, with open hearts and minds. We conducted online surveys and interviews with past and present clients and team members. We listened for common threads that confirmed, challenged or clarified what leadership was saying about the company. The common thread that came through in ALL of the shared insights was that the Essential Value at HealthFitness is Care + Belonging. These simple words identify the authenticity of the company through the people that work there and the clients that utilize their services.
We also uncovered a relationship continuum that is unique to the inclusive and transparent communication style of HealthFitness.
192
hours of Brand Discovery
16
leaders participating from across the organization
16
surveys completed
