Challenge
Chartis is a leading healthcare advisory services business working with more than 900 healthcare organizations, including 40% of US hospitals, each year. The challenges facing US healthcare are longstanding and all too familiar. Chartis’ mission is to help build a healthier world, working with clients to make U.S. healthcare more affordable, accessible, safe, and human.
Though their purpose, “To materially improve the delivery of healthcare”, was being lived every day on the ground by staff and the leadership team, it was not communicated externally through their brand.
Our challenge was to help the organization deliver on their commitment to transform healthcare by raising the game through a refreshed brand strategy that presents Chartis to the market more powerfully and in alignment with their purpose.
Idea
Underpinning our thinking was Chartis’ deeply held belief in the possibility of improving the US healthcare industry in both big and small ways.
The brand refresh and go-to-market strategy encompass this through a new verbal and visual identity. The new brand opens the door to a better tomorrow – communicating that legacy challenges are not insurmountable, that the entire healthcare system and all its parts can be improved, and that patients, providers, and payers all benefit from better.
The new brand strategy is captured by the core creative idea of ‘Believe in better’. Visually, this idea uses a graphic device that serves as a portal and gateway to a better future, with a color palette based on a sense of optimism that is core to the organization’s belief that better can be put into action. The new brand positioning and identity are being taken to market through a refreshed website and a whole suite of communication assets, including e-newsletters, social media assets, and a go-to-market advertising campaign.
Brandpie has been a true collaborative partner, and the ‘Believe in better’ idea perfectly captures the truth of our business and will help drive our future success.Colleen Kuesel
Chief Marketing Officer, Chartis
Change starts with belief
With the new brand strategy, Chartis can solidify their leadership position, express their unique differentiating purpose, and drive healthcare transformation across the entire ecosystem.
At the heart of this work is an optimism for a better healthcare future. Our belief portal graphic device symbolizes that belief is the essential starting point that powers individuals and organizations on their journeys toward a brighter, better tomorrow through:
— Looking ahead
— Inspiring hope for tomorrow
— Representing a forward motion
Designs that put belief into action
To help the business maintain its leadership position in a busy sector, the refreshed visual identity delivers an impactful, effective experience, drives engagement, and creates a distinctive brand that helps Chartis stand out in a sea of sameness.
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Generate brand awareness
The communication strategy has been designed to connect the Chartis brand story with audiences in ways that cut through the noise using social media, advertising, CRM, event experiences and a wide-ranging toolkit of communication assets.
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