St. Louis Design Week 2015 kicked off with celebration for the Falk Harrison team, as we took home first place for our Brand Re-Launch of Affinia Healthcare at the 2015 Marketing Excellence Awards. The show was hosted by the Business Marketing Association – St. Louis at the Contemporary Art Museum.
Our award-winning work began in July 2014, when we met with the leadership of Grace Hill Health Centers in North St. Louis. Our charge was to create a distinguishable new name, a compelling brand identity, and effective internal and external communications for the organization. Working together with patients from the communities surrounding the five Grace Hill locations, Grace Hill staff members, and Grace Hill board members, we conducted several rounds of focus groups to inform the name development and rebranding process. Ultimately we renamed and repositioned the organization as Affinia Healthcare.
The new name is derived from the word “Affinity”. It represents the high standards that are expected and received by patients and the community. The Affinia logo showcases the thoughtful intersection of the community with this exceptional healthcare system. The colors were chosen because of their muted brightness as well as an indication that all are welcome. The small star-shaped negative space reflects the highest level of service provided by Affinia.
Congrats to our creative team of Steve Harrison, Traci Moore, Corey Helling, Nermin Zimic and Lilly Huxhold for their thoughtful, effective and award-winning work!