The HBA was looking to address a number of present-day challenges related to how they connected with members and corporate partners. My team facilitated a discovery session with nationwide representation and engaged in feedback webinars with six membership sub-groups. This collaboration led to a bold, reimagined identity that resonates emotionally, communicates the impact of their important work, and makes compelling statements about their mission.
The new brand’s messaging platform centered around a powerful and focused statement: A united force for change. This core language conveyed the organization’s drive to connect diverse groups of both women and men, in service of pursuing gender parity and transforming the healthcare business.
We developed an elegant yet modern visual identity to complement the messaging, creating a refreshing new brand that speaks to HBA’s 40-year heritage while pointing to their forward-thinking, innovative spirit.
My role:
• Brand messaging
• Collateral content
• Social media plan and content development