We were tasked to take the new name TRUSTBRIDGE and help to engage the internal staff as well as the external audience to come up with a new logo and creative brand strategy. TRUSTBRIDGE's focus is on hospice, palliative care and home health care. To create a vibrant presence that showed the unique culture of care that they beyond a job for the staff and the patients.
Logo concept: Led the creative team to come up with the logo, and I then hand wrote the tagline "Your Life. Our Passion." I felt it was very important that we use real hand writing and not computer generated font. This idea than translated to all the other headline typography that were all handwritten to show the personal uniqueness of each patient, how they touched the lives of the care givers and vice versa. I chose words that captured those authentic moments that Trustbridge helps it's patients regain and to create new memories in their new normal.
Billboard series (external ad concepts): These ads focused on the moments, the touchpoint of Trustbridge and their patients. I purposefully hand-painted each of the words and chose words that gave back those moments to Trustbridge's patients. All the imagery focused on where the "hand" is the conduit and the "heart" icon overlays to show that emotional connection.
Advertising campaign concepts (external audience): To extend the reach of the "heart" from the logo, to make it a living, breathing entity that went beyond the logo, I had the idea of the different touch-points and interactions the staff of Turstbridge would have with their patients. These one-on-one moments of connections translated to "implied heart" in the physical manifestations for each ad which showed the depth of caring the staff had to their patients and the bonds they create with their patients.