Transitioning a brand through change
Research / Strategy / Design / Production
The Back Story
A Brand in Flux
Like any fast-growing company, Magellan Health was juggling the consolidation and creation of new business lines and newly acquired companies. This transitional time can present huge challenges for any brand manager with a complex network of internal stakeholders. It can also be the perfect opportunity to evolve a brand and unite a fractured company into a unified, powerful entity. Can you say ‘brand-manager-super-hero’?
Designing the Transition
The engagement began with a foundation of research and strategy, including an internal audit of the exisiting brand/business components, in-depth stakeholder interviews and a competitive analysis. A strategy was carefully crafted around a ‘branded house’ approach. Great attention was given to the acquired companies and a transitional plan was put in place to ensure their brand equity was not lost in the process.
The initial engagement started as a small tweak to the exisiting ‘box’ logo. Pretty quickly, everyone recognized the need to signal larger change.
An Adaptable Process:
Designs went through a rigorous process that we adapted to flow seamlessly with the clients’ stakeholder approval requirements.
Designs were put through their paces with a critical testing process that allowed everyone to feel confident the work hit the mark with core audiences.