Lightyear Health
A national geriatric psychiatry and holistic care clinic recognized the need to reinvent their brand, aiming to present a stronger, more modern expression of their cutting-edge care for people living with dementia. Despite their exceptional services and innovative approaches, the clinic’s brand identity had remained rooted in traditional, softer portrayals that didn’t fully capture their advancements or ambitions. The goal was to shift this perception, creating a brand that resonated with the forward-thinking nature of their care and the pioneering spirit of their team.
The Idea
The clinic’s area of excellence in geriatric care was well-established, yet the way this expertise was communicated needed a transformation. The existing brand expression leaned towards the conventional and understated, which did not reflect the clinic’s dedication to the forefront of geriatric science.
The challenge was to develop a creative and impactful way to articulate the brand’s core specialty and their passion for embracing new frontiers in geriatric care, while remaining sensitive to the delicate and vulnerable nature of their primary patients. This required a balance between showcasing their innovative spirit and maintaining a compassionate and respectful tone towards their patient community.
The Impact
Through an in-depth creative strategy, extensive insight research, and leveraging Gene’s proprietary 8 Facets of Brand Purpose Framework, we discovered the brand’s intrinsic qualities of grit, precision, and perseverance. This process revealed an underlying attitude of bravery within the organization—a readiness to confront the challenges of dementia with an ethos of “radical hope.” This hope was not just a superficial sentiment but a deeply rooted organizational principle that set them apart.
The transformation began with the clinic’s leadership embracing their unique strengths and affirming their capacity to lead in the field of geriatric care. This newfound confidence paved the way for the development of the “Lightyear” concept. “Lightyear” symbolized a journey of hope and progress, characterized by elements of beauty, light, and courage. It represented a beacon of optimism and resilience, embodying the clinic’s commitment to pushing boundaries in dementia care.
The brand was reimagined with a modern, vibrant aesthetic that communicated their forward-thinking approach. The use of color, contemporary design elements, and an empowered brand tone helped to convey a message of hope and innovation. The new brand identity not only reflected the clinic’s scientific advancements and expertise but also resonated emotionally with patients and their families, offering a sense of comfort and assurance. This comprehensive rebranding effort positioned the clinic as a leader in geriatric care, showcasing their dedication to providing exceptional, cutting-edge treatment for those living with dementia.
