The Impact
The collaboration allowed Avel eCare to find clarity in their business. We knew that the impact they had on people’s lives was big, but they initially couldn’t see and articulate it for themselves.
The brand strategy helped Avel’s team to move forward in full alignment with the company’s goals and target customers. The new brand identity shows Avel eCare as the world-class virtual healthcare provider that they really are.
With a solid foundation for growth and future success, they are ready to emerge as the industry leader that brings a national impact in the healthcare industry.
The Strategy
The clarity and rebrand were crucial for Avel to become the national brand that they envision to be. If not now, they would miss the opportunity to become pioneers in virtual health system at a time when healthcare workers really need support.
The three main focal points of the workshop were the customer profile, competitive differentiator, and customer journey. By mapping out the audience segments, we were able to identify what united the audience and translate that into Avel eCare’s ideal customer profile. We solidified Avel’s messaging based on their key differentiators. We also outlined the key themes that spoke directly to those audience segments based on their main struggles.
The Brand Identity
Working on the logo specifically, we kept in mind the concept of time, space, and energy. It’s this idea of giving back to healthcare professionals. The organic swoosh that’s going through the letter ‘A’ paints the emphasis on supporting and uplifting medical workers, while the intentional space between the letter ‘A’ represents space.
Because we’re appealing to decision-makers in hospitals, we wanted a color palette that was related to hospitals but felt fresh and unique. We used dark blue and green as the main colors of the brand but added a red accent. This red became a rare touch to the brand experience as a surprising yet intriguing pull to make the consumer want to learn more.
The visual identity reinforced the industry leader that Avel is. Without forgoing this foundational goal, we opted for this particular typeface that was clean yet still friendly and inviting. We wanted to communicate that despite their technology and excellence, Avel is still a humble, welcoming, and human-centered brand.
Avel eCare: Rebuilding a healthcare brand from the ground up to become an industry leader
Avel eCare is a virtual health system that wants to provide world-class care to as many people as possible. The company knew that they were outgrowing their old branding. They wanted to be seen as an experienced leader in the industry, but what they had didn’t represent their uniqueness and differentiator in the market.
Forge plugged me into their creative and strategy team to run the design process and collaborate with Avel eCare’s 15 stakeholders. Together, we rebuilt Avel eCare’s brand from the ground up — helping Avel eCare set a foundation to grow as a national brand in healthcare.
The Challenge
I took my process and worked with Forge to create a brand strategy and identity that would help Avel succeed. The rebrand needed to show how their technology is helping save people’s lives and support the lives of healthcare professionals.
Avel was already doing amazing things in the industry so they didn’t fit the common definition of a telehealth company. However, they didn’t know how to describe the impact they are making and pin point their key differentiators.
The Campaign
To create brand awareness, we created a national ad campaign for Avel based on the new brand identity. The ‘Here to Help’ campaign highlighted the different sectors that Avel serves in the healthcare industry.
I worked closely with the creative director to create a unique tagline and concept for each sector. We incorporated the actual reality that the medical professionals are facing and emphasize the human-centered aspect of the company culture. We then used these concepts to outline video scripts to expand the campaign beyond the display ads.
