Simplura: Brand Architecture
Problem
After acquiring additional healthcare agencies across the Northeast, All Metro Healthcare (a home healthcare agency on Long Island, NY) decided to salvage each agency’s name recognition by not changing their individual names. Not surprisingly, this created confusion—they needed a strategy that would reflect new ownership without disrupting each agency’s base.
Solution
We introduced Simplura, a new parent brand to oversee each agency without overwriting a single name. Each agency’s logo was thoughtfully amended to incorporate Simplura’s unifying branding, a clean and corporate logo reminiscent of a roof; the overarching design recalled the nature of home healthcare while signifying that each agency was now under one roof.
In addition to developing new brand architecture, we designed a video-driven website along with messaging tool kits to provide Simplura and its subsidiaries with the right language for communicating the new brand to employees and clients. Once Simplura’s digital home was complete, we produced a mailing—in 15 languages—to all 11,000 employees of All Metro’s subsidiaries, informing each employee of what Simplura meant for them, and what they stood for together.