VNS Health

Before: In 2018, the transformation in the health care industry was significant. VNSNY was functioning as an organization with one mission but with many names, making it difficult for people to understand the many health solutions they offered. There was an opportunity to expand the perception of the organization beyond nurses and beyond traditional home care. The original identity incorporated both names used for the organization—VNSNY and Visiting Nurse Service of New York—and there were opportunities to enhance the readability, scaling, and recall.

VNSNY also needed to increase unique visitors to their website 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, VNS Health, 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 and brand identity create 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.