AMBITION
Stand out in a crowded industry
Gateway Health believes that caring for a person’s health means going beyond doctors and medicine to take into account the social determinants (access to food, transportation, income, etc.) that affect its at-risk, underserved members' health. They needed a strategic and visual rebrand to help them stand out amid a crowded industry—where health equity is often an afterthought rather than a priority. With a new, purpose-driven identity that conveys their holistic approach to care, we aimed to help them gain market share in Pennsylvania and ignite employee engagement.
ACTION
A strategic, purpose-driven rebrand
We built the Gateway Health brand from the inside out, focusing first on redefining their values, vision, and mission. From there, we created a human-centered brand proposition that set a new standard for the industry by introducing a new kind of care—Wholecare.
To bring Wholecare to life, we created a new logo inspired by the human form and a modular design system connecting simple shapes together to make up a whole, representing the holistic care given to every individual they serve. Together, the new identity’s warm, approachable colors and relatable imagery send a message of authenticity that helps differentiate them in the generally cooler, more sterile health care space.
The best part? The rebrand, with its new mission, vision, and values, not only reinforces the brand promise of considering members’ physical, mental, and socioeconomic health while coordinating their care journey, but it creates a roadmap that helps Gateway Health associates deliver access to Wholecare to their growing Pennsylvania member base.
ACHIEVEMENT
Increased traffic and invigorated employees
The rebrand was a huge success internally. The freshly launched Wholecare creative reinvigorated employees, and helped to enable members in need to live more full, healthy, "Whole" lives, with an identity that fit their revolutionary approach to care. We also saw an immediate impact with potential consumers; in just six months, there was an increase of 30,000 new Medicaid members, 35 percent more website traffic, and a 200 percent increase in social followers and impressions.
increase in Medicaid membership (over 30,000 members)
increase in website traffic
increase in brand favorability
