leanne bathurst

Care Guidance 2016 Branding

Background
MCG, FDB, Zynx and Homecare Homebase combined efforts to offer the first annual conference of the Hearst Health network. While the companies had individually produced client events in previous years, 'Care Guidance 2016' required a new brand identity. The challenge was to create a new look and feel for the conference, while incorporating elements of the individual company brands to retain loyal attendees. The requested deliverables included: a logotype for Care Guidance 2016 in a layout with the four company logos; a motif that visually conveyed the themes of "coming into focus" or "random information becoming ordered"; and branded HTML email templates.

Process
Starting with the logotype, I began with reviewing the brand identity guidelines for Hearst Health and the sister companies. Based upon the approved color palettes and fonts, I experimented with a variety of layouts. I then narrowed the options down to six layouts, which were presented to the leadership and refined based on feedback.

For the design motif, I identified keywords, such as "focus", "focal point", "order", and "clarity". I used these keywords to conduct searches on stock photo sites and create a mood board to visually communicate the conference theme. From those brainstorming exercises, I selected a few of the best ideas to layout in Illustrator and InDesign. The layouts were modified again based on feedback from stakeholders.

Finally, I approached the HTML email templates by first creating mockups with Photoshop and InDesign. I experimented with a variety of header graphics, incorporating the logotype, patters, and conference branding. From there I created HTML mockups, and I applied styles with CSS.

Solution
I was one of two designers that contributed ideas for the Care Guidance 2016 branding. While the final logotype approved by the Hearst Health leadership was not one that I had created, my contributions were greatly appreciated. Participating in the process was a great learning experience for me, allowing me to improve my approach going forward. The motifs I provided were intended to be applied to the conference materials. A final HTML email template was selected, finalized, and distributed to the four companies along with guidelines for customization.