MEK WORK: CREATIVE

Creating a new “Major Health Partners” brand

CLIENT: Major Health Partners (MHP) – A $120 million hospital-based healthcare system.

THE CHALLENGE: Major’s professional peer-recognized healthcare system still used a visually ancient and tired brand logo. The old-style, decades-old logo did not reflect the depth and professionalism of the Top 100 Hospital’s sophisticated healthcare delivery capacity. Drawing on current independent research and healthcare trends, MEK partnered with Major (then known simply as Major Hospital, taking the name of its first  benefactor) to craft a new and contemporary brand that appropriately highlighted the 21st century healthcare services delivered by the hospital and its several highly regarded clinics.

THE MEK TOUCH: MEK completely transformed the Major consumer brand experience with a new name and sophisticated brand look. The brand now included a MEK developed and recommended tag: “Experience the Major Difference.” Following the success of the initial overarching brand elements, MEK’s creative team then rebranded all of MHP’s related practice groups and ancillary facilities into a cohesive name, look and feel.

Working with the hospital’s marketing staff, MEK completely overhauled the hospital’s brand and created an all-new brand identity system and strategy that helped better raise awareness of Major’s top-of-line services and positively helped drive bottom line growth. The new Major brand elements and strategy subsequently captured a number of awards and professional recognition. Research showed that the new visual brand elements aided the newly named network – Major Health Partners – in retaining existing patients and strengthening the attraction of new patients.