Objective: Position and Brand Signature Health (North Coast Center) for Growth
dR specializes in behavioral health branding as well as developing healthy identities, logos and positioning for addiction and mental health services organizations. Since we helped create the Signature Health branding, they have more than doubled in size and continue to grow.
Signature Health (known then as North Coast Center) began to plan for expansion in 2007. CEO, Jonathan Lee, called us for help. At first he just wanted a brochure color change. As we began to work with him and talk through the importance of strategic positioning and branding, he quickly saw the need for more substantive change.
The first components were a name change, a logo, key messaging and an identity system.
Criteria for Measuring Success: # of Patients Served / Percentage Revenue Increase
The name “Signature Health” came from our research into clients, staff, and stakeholders. It is a statement of their intense commitment to providing personal care to every client and being personally accountable for every patient’s care. Literally, Signature Health staff is willing to put their signatures on every client’s care.
The logo, is clean, modern, and approachable, hinting at the traditional maker’s marks found on pottery and silver art pieces. The slightly hand-drawn style of the typeface hints at corporate while remaining personal. The stacking communicates the layers of support they provide their clients. As a whole, the mark illuminates the name while communicating an intense personal commitment to patient care.
The tag line derived from research which clearly spoke to the crying need for easy access to care. Once we determined that this need for access was a primary concern, “When You Need Help Now” rose to the top of our idea board and was overwhelmingly accepted by the client. Today, it is the core of the Signature Health culture.