UW Medicine

Refreshing an established legacy brand with a modern look to reflect their values.

UW Medicine is known for its research and innovation—which pared well with Jennergy’s innovative approach to its rebrand. The healthcare giant needed a holistic brand refresh, encompassing strategy, branding, logo design, and a significant suite of marketing template materials for communicating the organization’s commitment to patient care. Collaborating closely with the client’s internal team and stakeholders, Jennergy guided discussions and workshops, seeking to understand UW Medicine’s specific needs and processes to develop a brand strategy. This enabled our team to create customized workflows, delivering a modern design that captured the client’s vision.  Additionally, it involved developing a brand solution that was cost-effective and time-efficient, avoiding the expenditure of hundreds of thousands of dollars and years in updating signage, corporate white papers, marketing materials, and various other deliverables throughout the region.

Our strategy? To ensure the success of the brand refresh, we needed to identify and blend legacy brand elements with innovative content and new thought leadership. The Jennergy team refreshed UW Medicine’s meticulously developed new campaign content, incorporating modern design treatments while refining the brand strategy. This method reinvigorated UW Medicine’s campaign, simultaneously preserving its established brand equity. Our strategy evolved their brand to more accurately reflect their current identity, enabling them to reintroduce their brand effectively across various entities, marketing channels, and collateral materials.

Brand differentiation stemmed from Jennergy’s strategy, creativity, and industry experience.

Determining the rollout for a brand as big as UW Medicine needed a holistic approach and encompassed a new logo, updated color schemes, and a set of marketing materials that communicated the organization’s commitment to innovation and patient care. The brand activation aspect was particularly crucial. We launched a series of targeted initiatives—digital campaigns, community outreach programs, and interactive events—all designed to engage with the community and stakeholders. This comprehensive approach not only rejuvenated the brand but also significantly enhanced the organization’s visibility and impact in the healthcare sector.

Our profound knowledge and considerable expertise in both healthcare and higher education enable us to effortlessly provide innovative marketing solutions that allow brands to authentically engage with these specific audiences. Jennergy’s expertise lies not only in adhering to established brand guidelines, but also in skillfully refreshing existing brands. Our unique approach allows our team to introduce new ideas to accurately reflect companies’ current identities, aiding in their re-introduction to the market with a revitalized presence.

Crafting an award-winning UW Medicine brand and comprehensive marketing campaign across platforms.

In addition to the corporate brand, our team of strategists, creative directors, art directors, designers, UI/UX and copywriters provided marketing campaign deliverables as well, including messaging, positioning and a full suite of print and digital omnichannel marketing deliverables. What was critically important was to create templates for UW Medicine’s entire ecosystem, including the internal marketing team and system-wide employees and staff.

Next step? Focusing on their website. Our first step was to perform a website audit, and then set forth with a website and content strategy. Once approved, our team created messaging, wireframes, and fresh, innovative design treatments for the UW Medicine website (learn more about our UW Medicine website project).

To ensure consistency with future marketing initiatives and collateral deliverables, Jennergy provided a full suite of branded templates and brand guidelines for UW Medicine’s internal teams. We collaborated closely with the client’s internal team and key stakeholders, actively engaging in discussions and workshops to understand their specific needs and processes. This approach allowed us to develop customized workflows and internal template documents, tailored to streamline their operations and significantly ease their day-to-day tasks.

The award-winning integrated marketing suite remains in place today, providing a powerful asset for stakeholders while supporting the Pacific Northwest healthcare powerhouse as it evolves and expands into new markets.