the ask
SCL Health asked us to refresh their brand and reposition them as a community-focused organization dedicated to each of their communities across three states.
the solution
After months of in-market research, Motion redefined SCL Health, inside and out. Including: new strategic positioning, brand expression, tagline, brand guidelines including a full suite of corporate templates, 360 external campaign with TV, radio, print, OOH and social, as well as a full internal campaign to launch the new brand.
Motion made incremental shifts across the SCL Health brand to help create an impactful new look and feel for the brand and consumers.
Authenticity was key for SCL Health and their consumers. So, Motion developed a suite of Community seals to identify each region and celebrate its place in the greater community.
Internal launch included boxes filled with newspapers, stickers, and wild postings to employees and departments to celebrate the future of the SCL Health brand and deliver the new marketing position.
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Within weeks of launch, our new branding elements have been widely adopted and starting to take on a life of their own as they are incorporated across the organization.
Tim Shonsey
VP of Marketing, SCL Health
We launched a community-focused 360 brand campaign and massive media buy with 100+ billboards customized for each region, three TV spots, radio in English and Spanish, social, print, and more.
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One of the primary goals of the campaign was to be authentic and accurately represent the meaningful work taking place at our care sites. It had to be as realistic as possible. The result was a campaign message that went far beyond any slogan or tagline—it became a true promise to our patients and a way to concisely describe our culture.
Tim Shonsey
VP of Marketing, SCL Health
