Brand Strategy Case Study - Darena Solutions Healthcare IT

Darena Solutions, a software company offering health IT solutions, had a successful product in the market and wanted to leverage existing brand equity to help new products about to launch. The existing brand standards were not established well, making extensibility difficult. Further, the successful existing product brand did not match their corporate brand, creating friction around any association of trust and quality with their existing happy customers.

The executive team recognized the need for cohesive branding between their corporate identity and all product lines. I advised them to create a comprehensive style guide to ensure consistency and an extensible branding system that gave them flexibility and guidance when adding product lines.

Research

I researched competing brands and reviewed notes from internal stakeholder interviews, identifying the key attributes and values that should define the Darena Solutions brand family.

Define Brand Elements

• Mission and Values: Clearly articulating the company's mission and core values.
• Visual Identity: Standards for logos, color palettes, typography, imagery, and iconography.
• Extensibility: Templates and a framework for efficiently creating new cohesive sub-brands in the future.

Create an Extensible Branding System

I created detailed instructions on applying brand elements consistently across multiple touch points and product offerings.

Bringing It Together

The key deliverable was a corporate style guide that worked in digital and print formats. Delivered alongside the style guide was an asset library with brand assets in various sizes, file formats, colors, and layouts. Also included were a PowerPoint template, letterhead, and a corporate email signature template.

Results

• Improved efficiencies in all future marketing investment
• Transferable brand equity and trust between the primary corporate identity and all product lines
• Better consistency, quality, and cohesion of all brands
• Faster product enablement times for emerging products going to market

My Role

Branding Strategy Consultant

Timeline

Three Months

Skills

• Branding
• Logo Design
• Copywriting
• Graphic Design
• Digital Design
• Design Systems
• Market Research
• Multichannel Marketing
• Digital Marketing
• Marketing Strategy

Tooling

• Adobe Creative Cloud
  • Illustrator
  • InDesign
  • Photoshop
  • Acrobat
• Figma
• Google Workspace
• Microsoft O365
• HTML