Background:
Healthwise is a nonprofit organization that has been helping
people make better health decisions since 1975 through content
developer and publisher of various consumer self-reference educational
tools. Healthwise works with health plans, disease management
companies, hospitals, employers, and clinics to provide decision-support
and self-management information to the people they serve.
Objective:
Healthwise required a brand strategy to reposition the company
without sacrificing the existing brand equity, while bringing
the brand to life in the minds of resellers, allies and the consumer/end-users – not
as products, but as a way of life, a mind set and an attainable
goal. The organization needed a name and brand strategy to address
both the consumer and corporate audience with an appropriate
visual and message platform.
