New Work

Why One Identity is More Powerful than Many

Why One Identity is More Powerful than Many

Many organizations – whether corporations, non-profits, or educational institutions – develop broad stables of identities to segment their offerings to different audiences. Some of them succeed with this strategy, but many of them do not. Our client, The University at Buffalo (UB)’s recent success can help explain why a singular identity lends more collective strength to an institution than can a handful.

UB is an AAU institution, which means it has been carefully selected to sit among only 61 peers in the American Association of Universities. It is the largest and most comprehensive research university in the SUNY system, and has multiple nationally ranked departments. Over the years, however, UB has had multiple names, and adopted specialized identities for athletics and other departments. These changes had a dampening effect on awareness, appreciation and internal pride.

Now, the university is committing to a singular identity, backed by a strong and unifying brand strategy, and is already reaping huge rewards in local pride and national momentum.

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Allegheny Health Network

Allegheny Health NetworkWe are pleased to announce the launch of Allegheny Health Network, a revolutionary model for healthcare delivery developed by our client, Highmark, with brand strategy, naming and identity development by Marshall Strategy.

After acquiring the West Penn Allegheny hospital system, Highmark assembled a patient-centric, progressive new network for delivering affordable, high quality healthcare within western Pennsylvania. Highmark chose to name this new model Allegheny Health Network, to take advantage of existing equity and a tradition for excellence at Allegheny General Hospital. In its new incarnation, we recommended communicating the key attributes of expertise, progressiveness and teamwork.

In partnership with renowned designer Jerry Kuyper, Marshall developed a cohesive brand strategy, naming architecture and visual identity system for Allegheny Health Network. The resulting system is fresh, engaging, and immediately recognizable. The new symbol arches upward, suggesting optimism and a fresh, progressive approach to health and wellness–its green and blue diamonds compose a larger mark that conveys both teamwork and patient-centricity.

When used in combination with a hospital or service name, the symbol, color palette and Allegheny Health Network endorsement create an immediate sense of presence and connectivity, enabling a variety of distributed facilities, services, and physician groups to build awareness for the overall network. The new system will connect seven hospitals, multiple specialized outpatient care centers, and 7,900 professionals from more than 200 physician practices into one of the strongest networks in Pennsylvania.

So far, local business press has been positive. We look forward to seeing how Allegheny Health Network’s new market presence helps transform health care delivery for the better.

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University of California

The University of California has recently unveiled a statewide promotional and advertising campaign, to improve awareness and appreciation of its unique and critical value to the state of California, the nation and the world. The campaign, and the ideas it promotes, are all based on a positioning strategy we developed for the University’s Office of the President, to help internal and external audiences understand the University’s true scope and commitment to the future.

To counter the concerns and criticisms that have come with reduced state funding and attention-getting political controversy, we helped UC articulate a larger vision for California, and its role in the state’s future. Identifying UC as “Boldly Californian” and articulating its role as “embodying the spirit of California, and igniting the potential of its people”, we were able to focus attention on a largest idea that transcends short term concerns and puts difficult decisions in a grand context. This idea enables UC to continue to develop its role as both creation and catalyst ofCalifornia’s importance in the world. With its current investments in advertising and awareness building, we anticipate that its role in the world will be better understood, and appreciated as it adapts to new realities.

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VMware

At the recent VMworld event in San Francisco, VMware showcased the power and commitment of its unrivaled Partner Network to enable business transformation through innovation, technology, and expertise.  This message, and the graphic tools that support it, are the results of our work with VMware to position its Partner Network as a uniquely aligned business and technology ecosystem, “collectively committed to business transformation”.

With over 50,000 partners in its ecosystem, VMware required a powerful, yet simple message that could be adopted and translated across thousands of client relationships. The notion of being in a collective effort to transform business was a unique differentiator for thePartner Network.  When supported by leading technology and continuous innovation, this story became highly compelling, aspirational and sustainable for both network participants and the customers they serve. One of the most motivational aspects of this simple strategy was the number of ways it could be communicated, broadly or specifically. From giveaways to group events,  VMware has begun investing in telling the story of its Partner Network, to increase value for participants and customers around the world.

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A New Brand for a Groundbreaking Satellite Service

We’re proud to announce the new brand launch at CES of our client ViaSat’s new superfast satellite broadband service which we named exedesm . Delivered by ViaSat-1, their recently launched state-of-the-art satellite with more bandwidth capacity than all other North American satellites combined, exedesm is faster than DSL, and offers flexible volume plans to meet customer needs. The new service platform dramatically exceeds the speed and performance capabilities of existing satellite, DSL and wireless broadband. This is just one of many exciting new service offerings from ViaSat, a serious innovator in satellite technology.

Satellite Service

Exede Viasat Satellite Dish

So far the press coverage has been very positive. More people will soon have the chance to sample the exedesm speed when it becomes available for consumers, broadcast journalists, and in-flight on Jet Blue and Continental Airlines. Were confident that exedesm and its parent ViaSat will continue to exceed expectations around the world with their end-to-end, technologically advantaged communications satellite services.

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