RE-IMAGINING A HERITAGE BRAND FOR NEW AUDIENCES
Make it stand out.
RE-IMAGINING A HERITAGE BRAND FOR NEW AUDIENCES
THE CHALLENGE
One Medical is a beloved, inclusive primary care brand that was acquired by Amazon and integrated into Amazon Health as a sub-brand. Amazon Health already had two sub-brands, Amazon Pharmacy and Amazon Clinic (telehealth), but they were inconsistent and unmemorable.
To meet the changes to market and business goals, market strategy, deliverables, and stakeholders changed and grew, we needed an Amazon Health Brand Architecture and Brand Expression for each of the sub-brands.
THE SOLUTION
As Group Creative Director, I lead work on a “Branded House” expression for each of the sub-brands. As part of an extensive Brand Architecture & Brand Strategy phase, we collected legacy and recent strategic and creative materials from each of the brands. Those materials were audited it for efficacy and future-state. We aggregated feedback from key stakeholder and created a rebranding plan that would introduce Amazon into the Healthcare category — a category that Amazon does not have brand equity in.
The Brand Architecture and Strategy were translated and expanded into Brand Expressions for each of the sub-brands in the Branded House: Amazon One Medical, Amazon Pharmacy, and Amazon Clinic.
Brand Guidelines were created in two formats: A digital, interactive guide/portal and a print version. The guidance ensures that new or current employees, partners, media partners, or vendors have a clear and consistent guidance and (importantly!) allows us to accrue equity and market value to the Amazon in the Healthcare category.
