Clear, Direct Messages
The target audience for SWH can have varying levels of communications abilities, ranging from suffering from visual impairments to being English language learners. Our approach was to present the material in clean, vibrant ways whether presented environmentally as posters or using direct mail channels. The simplicity paired with warm, friendly portraits that resonated with the diverse audience made a powerful connection.
Ready for Day-to-Day Application
Not only was the brand needed to communicate to the consumer audience, but it had to be applied internally across the breadth of documentation required to deliver health services. A Great !dea created a comprehensive identity system that allowed SWH to roll out into the market with consistency and instant recognition.
A Voice That Cares
The brand launch met and surpassed its goal to connect with large, eligible communities of Massachusetts This success was partially the result of creating access to materials (such as postcards) through translation into multiple languages, attention to larger type sizes and imagery selections that spoke to the target audience.