VNS Health

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.