Giving A New Brand Identity Meaning With a Single Ad
Recently, CaroMont Health approached Saturday to develop a brand print ad for Living Here, Charlotte Observer’s guide for area new comers. Because the guide is an annual, the challenge was to communicate CaroMont’s emotional and tangible appeals in a single message, yet keep it simple. Not easy when the tangibles include all the benefits found in a nationally-recognized 450+ bed hospital, nursing and hospice facilities, surgical group, mental wellness facility and 45 physician practices.
Added to that challenge, CaroMont had recently developed new brand standards and a spirit line to underscore their commitment to individual and community health. However, the line, In Love with Life, had yet to be messaged in a way that gave it meaning and emotion. We felt it had a lot of potential and knew that with the right visuals and copy we could give In Love with Life a voice that represented a bigger idea, instead of just a phrase.
Enjoy and let us know what you think!