Building A Bridge Between Art and Healing
Healing ArtsHealing Arts Medicine is redefining health care. Founded in Vero Beach, Florida their treatment philosophy is based on the art-in-medicine framework.
They partner with existing oncology treatment facilities, their patients, caregivers, their staff, and professional artists to provide in person, interactive, art-focused experiences in local communities that are human-centered and fun, elevating the overall treatment experience.
Help Healing Arts Medicine build a brand that is worthy of their mission, increase awareness, and launch a new business model — all while treating oncology patients.
Our approach needed to be thoughtful, comprehensive and cohesive, impacting customer touchpoint from brand strategy to the online experience and everything in between.
Challenge Turn the founders dreams & ideas into a comprehensive brand strategy that would be the foundation of their business model. Clarify the brand's positioning and the customers they serve. Align a globally dispersed team around a singular brand vision and go to market strategy.
Outcome Wildstory helped Healing Arts Medicine focus their brand and marketing strategy. This led to a clear vision and go to market strategy. With a laser focus on their target customers and the necessary brands assets the business was able to launch and begin generating revenue. Not to mention serving thousands of oncology patients everyday.
Wildstory's Chief Strategist, Marc Gutman, sat down onsite in Vero Beach, Florida with founding partners Dr. Raul E. Storey and Barbara Hoffman, to craft the brand's strategy for the upcoming launch of their business. Over a two-day facilitated session, Marc surfaced the challenges the organization faced. In the process, he prioritized the needs and goals of the business and its customers. This became the foundation for the branding and messaging strategy as the business went to market.
Discovering a brand’s why is one thing, articulating it is a whole new challenge. Leading the client’s through archetypal analysis and exercises to land on two distinct archetypes: their why and what makes them unique. The combination of these archetypes creates a differentiation that cannot be matched by any other competitor in their industry. The chosen archetypes also simplify brand tone and messaging providing a clear, simplified, yet powerful lens through which to view every articulation of the brand - from the website, to social media, and visual design.
Through a series of exercises in the brand strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.
Understanding what the Healing Arts Medicine brand is and who they are a champion for, helped define the positioning statement of the organization. This set the tone for everything created for the brand.
Wildstory developed an entire identity system to make sure every customer touch-point reflected the brand. The new identity included a fresh logo, introducing a new color palette, and a new typeface. This created a cohesive experience and atmosphere for both the physical locations and its digital extensions.
A full collateral suite such as business cards, letterhead, PPT templates and signage were also created.
All assets were presented in a comprehensive style guide so that the brands standards and consistency would easily be maintained across all team
A smooth user experience. Wildstory designed the Healing Arts website, the hub for all things Healing Arts related.
The goal was to make it easy for two customers sets, physicians and patients, discover and learn about Healing Arts’ offerings, while communicating the story and mission of Healing Arts to all audiences.
Working with Wildstory was an amazing experience. Marc brought so clearly into focus our business's strengths and perceived weaknesses, then developing the tools for a strong and positive entry into our market.