Lenoir Memorial Hospital wanted to take a new direction with a branding campaign to showcase their people and services as their community’s best option for personal, high quality care. After identifying the personal aspect as a cornerstone, I led the development of a campaign centered around the phrase “it’s personal here.” This messaging highlights the hands-on, personalized care patients receive, as well as making a connection with the community. Patients receive a higher level of care because the physicians, nurses and staff are personally invested in them and know them as friends and neighbors.

For consistency, the television spot was produced to match the photo-journalistic style of the imagery used elsewhere in the campaign. A bright color palette and clever messaging helps the campaign stand out from the competition and creates a seamless integration into other marketing materials used around the hospital. The approach for this campaign was to create brand patterns in visuals and messaging rather than simple repetition. This creates a versatile foundation that the hospital can use to effectively communicate with different audiences in ways that appeal to them while having the same key takeaways.

The campaign came to life in print, outdoor, television, radio and online. To drive traffic to their newly completed mobile website, I created banners for mobile devices. And in order to provide consistency, a quarterly newsletter redesign was completed using the new brand visual guidelines so that it became part of the campaign’s impact as well.