Inneo brand launch
Client: The Innovation Institute / Inneo
THE CLIENT
For health systems, the current state of healthcare is challenging. Clinical staff attrition rates are high. Revenue retrieval from insurance companies is slow and difficult. Adoption of AI tools requires major capital investments. All of these headwinds make building healthier communities more difficult.
Inneo helps nonprofit health systems unlock revenue and deliver quality care. Through services like innovation labs, cost consultancy, program management, investment funds, and facility procurement, they partner directly with hospital leadership to find value, implement efficient processes, and retain critical staff.
THE PROBLEM
The company, then named The Innovation Institute, was in the midst of transforming their business model and diversifying their services. Despite a decade of results, they struggled to tell their story clearly and concisely. Their generic name and branding made it difficult to be memorable.
The Innovation Institute brand had been inconsistently applied, with multiple colors, logos, and typefaces in use concurrently.
THE PROCESS
Strategy
Our strategic work was rooted in the company's mission to drive change and innovation in healthcare. Extensive competitive set research uncovered ownable white space. We solidified the brand positioning and promise, and built a foundation for the creative work.
Naming
We guided the naming process from a longlist of hundreds of names down to three finalists. Inneo – an evolution of 'innovation' – was chosen for its brevity and its nod to the company's previous identity.
The Inneo identity created a system for branding individual business units.
Branding
With the Inneo name in place, we created a visual and verbal brand that was as bold as the company's vision. The logo and brand system reflect Inneo's relentless mission to spark change in healthcare. The messaging system provided a concise storytelling framework with a confident, empathetic tone of voice.
The Inneo brand standards guide provided guidelines that both designers and non-designers could implement.
Application
The Inneo identity came to life across web, social, signage, sales collateral, print, presentation templates, swag, and more.
Results
One year after launching the Inneo brand, the company has grown headcount by xxx% and seen a xxx% increase in revenue. A new brand isn't the sole cause for business growth by any means, but as the company's CFO put it: "tktktktktk"