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Mood Board for Campaign Concept for Healthcare Firm
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Medicina y farmacia
We are a healthcare consulting firm that works with hospitals, physicians and long-term care facilities to drive better health outcomes, improved patient experiences and better bottom lines. We translate healthcare data into actionable quality improvement processes that create the foundation for highly reliable healthcare organizations.
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We want a mood board created for our brand. We are doing a brand refresh and have a campaign concept, but we are looking for a visual plan on how to bring the campaign to life. The deliverable for this campaign would be a single visual document that is a mockup of the campaign concept. It will expore graphical elements that will set the style of the design, including typography, layout, texture, icons. We are NOT looking for a logo or individual PDFs of each of the elements. The only deliverable we are asking for is a mood board aka a visual prototype of the look and feel of the campaign concept. I have included a standardized template in the attachments to show you how I would like the mood board displayed and the creative elements that will be utilized as part of this campaign. We want to get a snapshot of how your visual concept would translate to creative items like website headers, graphs and white papers. Adjectives that I associate with our campaign include engaging, action-oriented, and person-focused. Our campaign concept “It’s Time” is simple and versatile. It creates a sense of urgency and invites action. One of the key differentiators for Primaris is its high touch customer service. With this unique corporate culture, Primaris has an opportunity to implement a fun and meaningful campaign that will raise brand awareness for the company, while engaging its customers. We would like to see a mood board that walks us through the phases of the campaign and what the corresponding visuals would look like. HEADING: IT’S TIME to solve healthcare’s problem. SUBHEAD: ARE YOU READY to solve the healthcare problem? BODY: I AM READY to solve the healthcare problem. CALL-TO-ACTION: CALL PRIMARIS. We will help you solve the problem. The audience for this is a busy healthcare provider. Typically an administrator, director of nursing, office manager or quality improvement professional. This person is overwhelmed by significant internal and external pressures: • Changes in payment mechanisms • Productivity ratios • Blending medical and non-medical staff into a team • Customer service We would like to see the following things included in the mood board: 1. Color palette: We will not be using our current logo; we are planning to redesign our logo with new colors and font. We will be revising our primary brand color to be cool blue but we would like to add at least 4 additional colors. Propose a color palette (light vs dark, muted vs colorful, etc.) 2. Sample TIME methodology visual: An important element will be creating a graphic for TIME, the Primaris Healthcare Improvement Model. We want a clock/timepiece focused graphic that represents this. The graphic would map to our brand imagery and colors. TIME comprises four areas of focus proven to drive healthcare quality improvements: Thresholds for Success Improvement Strategies Measures for Goal Attainment Execution and Evaluation 3. Sample icons: Recommend icons/graphics that go along with our “IT’S TIME.” theme and TIME methodology (clocks, calendars, etc.) 4. Sample typography/fonts: Please use the following text: IT’S TIME. To Improve Care Coordination ARE YOU READY? To Improve Care Coordination I AM READY! To Improve Care Coordination. CALL PRIMARIS. We Will Help You Improve Care Coordination. 5. Sample white paper layout (how would you creative concept look in a white paper layout?) 6. Sample textures and patterns: Textures/patterns that use the brand colors and can be carried across digital and print branded materials. These need to be somewhat muted. We are looking for something creative that helps create an identity for our brand. 7.Sample graphs or charts (we use a lot of survey data in our marketing materials, so we are looking for anything from a pie chart, bar graph, etc. that suggests a visually appealing style for the charts we need to create) 8. Sample eBook cover: Use the title “30 Patient Engagement Strategies that Equal Better Health Outcomes” 9. Website header/menu (3 samples of how you would bring the IT’S TIME concept to life using the following text 9a: 1 Million Better Health Outcomes. It’s Time to Deliver. Are You Ready? 9b: IT’S TIME. To Transform the Way Healthcare is Delivered. 9c: Are You Ready? To Rethink Healthcare. 9d: I AM READY! To Improve the Patient Experience.
Attached is a document showing how I would like the mood board laid out with samples. I don’t necessarily like the items represented but this is to give you an idea of what I’m looking for. Also, Attached are example mood boards. We don't necessarily like the designs in these, but wanted to include these as a sample of the elements we are looking to have included in our mood board. We expect our board to push the envelope much more than these in creativity and design-wise.
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