< Previous | Next >

VNS Health

http://Catherine%20Headshot

Tronvig led us through a very thorough and thoughtful process, gently working to assure a successful outcome. They helped us set this transformation up for success and the enthusiastic organization-wide acceptance it has received. Theirs is a very special skill.

Catherine M. Callaway, Senior Vice President, Marketing and Development, VNS Health

Situation

Before
http://VNSNY%20Before
After
http://VNS%20Health%20logo

Before: In 2018, advertising spend was limited and above the line had been completely dark for a few years resulting in a loss of top-of-mind awareness. VNSNY was functioning as an organization with one mission but with many names, making it difficult for people to understand or access the many health solutions they offered. Perception of the organization needed to be expanded. The original identity incorporating both names used for the organization—VNSNY and Visiting Nurse Service of New York—proved to have readability, scaling, and recall issues.

VNSNY also needed to increase unique visitors to VNSNY.org among both consumers and health care providers by 15% and grow top-of-mind awareness providing an understanding of offerings beyond nursing services.

After: Aiming to shift public perception to reflect the new forward-thinking version of the organization, while maintaining the 125-year-old legacy, Tronvig worked with a diverse internal team at VNSNY and partners including GreyBox Creative, Brand Active, and Expand the Room, to develop a new position, architecture, values, organizational name, and visual identity. The new brand position encompasses the full range of offerings, while a single name for the organization unites those offerings in a simple way that can be easily understood by all stakeholders—employees, consumers, doctors, government agencies, and insurance companies. The branding process included alignment around a newly distilled set of core values and a completely restructured brand architecture, as well as an organizational voice that helped to empower people at all levels of the organization to live the values and the brand with pride. The brand project explicitly engaged both those inside the organization as well as the various audiences served.

In the words of the client: Using bright, bold colors paired with clean, modern typography, the new logo creates an emotional connection with those we serve. The icon conveys VNS Health’s continuum of care, while the balance and rotational symmetry of its many parts also reinforce the alignment and agility of our organization in fulfilling our mission and vision together.

http://Amy%20Headshot

I'm particularly proud of how the Values have permeated every part of the organization ... as well as the excitement we continue to see as we share the new brand identity with people.

Amy Margolis, Vice President of Marketing, VNS Health

Discovery

Over the course of the three-year rebrand, our recommendations were rooted in extensive research, conducted with various partners listening to both internal stakeholders as well as citizens of New York City and surrounds. The research provided valuable insights and clarity around the new positioning, key messaging, logo, tagline, and visual identity system.

http://VNS%20Health

Brand Pyramid

The following organizational Brand Pyramid was developed in workshops with representatives from all functional units and levels of the organization, from the front line to the CEO. It serves as the strategic foundation for the VNS Health rebrand.

5. Brand Idea
Care Where You Are

4. Core Values

  • Empathy
  • Agility
  • Integrity

3. Why?
We enable you to live your best life as you age in the comfort of your own home and community.

2. How does VNS Health deliver its benefits?

  • New Yorkers’ first choice for a wide array of services
  • Quality care
  • Exceptional people skills

1. What is VNS Health?
The nation’s leading home- and community-based nonprofit health care organization.

http://Catherine%20Headshot

What was so incredible was that the research we've done and the work that we've done together with Tronvig led to an incredibly solid and undeniable direction forward.

Catherine M. Callaway, Senior Vice President, Marketing and Development, VNS Health

Actions

Renaming
The organization effectively had two names: Visiting Nurse Service of New York, a trusted name but one describing only one of its now many offerings, and VNSNY, a hard-to-say acronym. The new name expands the scope of the organizational offer to cover a much wider array of services while honoring the longstanding legacy of the organization and presenting more clearly who VNS Health is today: a dedicated, forward-thinking health care organization that supports the health of its patients, clients, health plan members, and their families in many different and interconnected ways.

Visual Identity
VNSNY wanted a new look to pair with their new name and to help it stand out in the crowded health care market. It needed to be closely aligned with the core values of Empathy, Integrity, and Agility, and operate convincingly in the context of the new organizational tagline: “The future or care. The comfort of home.”

http://VNS%20Health

Results

39% Increase in Unique Website Traffic

22% Above Benchmark Pre-Roll Video Completion Rates

45% CPC reduction for SEM
SEM saw the lowest year-to-date CPC & decrease in CPC year-over-year.


VNS Health’s website created to support the rebrand campaign and name change was awarded the Silver Award for website campaign of the year by Modern Healthcare in their prestigious 2022 Healthcare Marketing Impact Awards.

Results also include enthusiastic organization-wide buy-in and project continuity over the course of three different CEOs, as well as universal embrace of the new narrative and Core Values among 10,000+ employees.

http://Amy%20Headshot

Thank you for Tronvig’s profound contributions to this historic year at VNS Health! I’m so proud of what we’ve accomplished and grateful to have had your partnership throughout the rebrand’s journey.

Amy Margolis, Vice President of Marketing, VNS Health

Back To Top