Nsight Rebranding Project
June 2024
Introduction
The Problem
- Misaligned Brand Image: The existing brand failed to convey Nsight’s status as a well-established, enterprise-level solution.
- Overly Technical Perception: The brand’s image appeared too tech-focused and impersonal, overshadowing the company’s patient-centric approach
- Missed Opportunity: There was untapped potential to strategically position Nsight within the industry by emphasizing its commitment to patient care.
- Disconnect with Core Values: The brand didn’t effectively communicate Nsight’s dedication to improving healthcare outcomes through a human-centered approach.
This misalignment between Nsight’s true identity and its brand perception presented an opportunity for Bend to conduct a comprehensive rebranding effort to better reflect the company’s values, expertise, and patient-focused solutions.
The Goal
The rebranding project aimed to achieve the following objectives:
- Human-Centric Transformation: Reposition Nsight as a compassionate advocate for health, fostering personal connections with its audience.
- Elevated Brand Perception: Develop a more sophisticated and trustworthy visual identity to reflect Nsight’s status as a well-established enterprise.
- Expanded Market Appeal: Create a brand image capable of resonating with a broader audience, enhancing Nsight’s market reach and relevance.
- Industry Credibility: Strengthen Nsight’s position within the healthcare technology sector by showcasing its expertise and commitment to patient care.
- Visual and Emotional Alignment: Ensure that the brand’s look and feel authentically represent Nsight’s core values and patient-focused solutions.
This comprehensive rebranding effort sought to bridge the gap between Nsight’s true capabilities and its market perception, ultimately positioning the company as a trusted, empathetic partner in healthcare technology.
Research, Analysis and Persona Development
This research provided crucial insights into Nsight’s target audience and market positioning. By understanding the needs and preferences of key decision-makers in various healthcare settings, we could tailor the rebranding efforts to resonate with these specific personas. The competitive analysis further informed our strategy, enabling us to highlight Nsight’s unique value proposition in a crowded marketplace.
Strategy and Concept Development
We presented three unique mood boards to the VP of marketing and CEO, all leaning on concepts from our initial design discovery:
- “You’re in Good Hands”
- “The Great Connector”
- “A Look Inside Patient Health”
While the initial two mood boards contained promising elements, they fell short of fully capturing Nsight’s essence. Through a process of iterative refinement, we synthesized successful components from the first round into subsequent iterations. By the third round of mood boarding, a cohesive and compelling concept began to crystallize, effectively embodying Nsight’s vision and values.
Brand Concept Refinement
Our exploration culminated in the concept: “Parts of a Whole: A 360° View of Patient Care.” This approach:
- Emphasizes reassurance and connection
- Fosters patient confidence and peace of mind
- Positions patients at the core of Nsight’s mission
Our commitment is to prioritize the well-being of our patients, ensuring that they are at the center of all our endeavors.
Visual Identity Development
Armed with strategy and refined concepts, we could start crafting a comprehensive visual identity. We aligned all visual elements with key brand keywords—trustworthy tech-forward, knowledgeable, pioneering and collaborative.
- Logo Creation: Developed 56 logo mark options, refining through multiple iterations to capture the essence of 360° care.
- Brand Elements: Established a cohesive visual language including:
- Tone & Personality
- Logotype
- Typography
- Color Palette
- Imagery & Illustration
- Iconography
- Brand applications
Results
The rebranding initiative yielded significant outcomes for Nsight. We created a unified visual language that resonates across all touchpoints, creating consistency in application of new logo, color palette, and typography. This allowed for enhanced market positions, more clearly differentiating from competitors in the healthcare technology sector and increasing perception as a trustworthy, tech-forward solution provider.
These results demonstrate the successful transformation of Nsight’s brand image, aligning it more closely with its strategic goals and market aspirations.