Are You Thinking About Rebranding Your Company?
It is more than just reworking or changing a logo.
Client: The Men's Clinic/Boston Medical Group
The company I used to work for had many impending and heavy lawsuits, which made it quite impossible to do any business. We were once the largest Men's Health network in North America and now we were being forced to prepay for ads, cut spending and remove ourselves from certain markets. It was time for a name change.
So where do you go from here? Need a new logo? Do you just redo your logo and go by the existing name using initials? Or maybe you try to be generic and add a youthful character that can help your audience relate? In doing so, you will risk all of the millions of dollars you spent in advertising and working nights and weekends optimizing your site for authority and organic search. Well, in our case, I came up with about 25 different names that could possibly avoid these circumstances , only to be trumped by the president of the company who told me what the name was to be... The Men's Clinic.
So there you go, we have a name. It works. It's boring, but it works. Now what? I always start with a pencil and a yellow pad of paper. The wider the lines the better. I thought that if we still want to remain in the same atmosphere as the old company, we should at least use the same color or colors incorporated with the name. Men relate with blue, whether we think we are progressive or just above the whole trend thing, we associate blue with men. It is also ideal for anything medical, trusted, professional and clean. It stands out on most fabrics, and can be seen in any light.
Early versions of the logo, you can see that I had a lot of attempts and zeroed in on a particular one I liked. Stacked. Simple. In a box. Could be unstacked or reverse printed on websites and clothing or business cards. Also served as an icon. I was attached and prepared to fight with at least the logo if we weren't too keen on my business name ideas.
So after seeing all of my color experiments, the president of the company liked my cardinal red design with the unstacked, Montserrat version on the logo. It wasn't what I'd hoped, but there was no use in fighting for something I still made, and the client liked. Filed it under "done is better than perfect."
From here, we designed the website in square space, using new pictures and took a more organic SEO driven approach to everything, there wasn't much that was just left alone. I think that the name also helps boost traffic as it is literally what the prospective patients search for. This also helped produce better converting landing pages, a lower cost per book and a better ROI because of it.