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CASE STUDY
Brand refresh for a workplace rehab specialty clinic
With a reputation built on clinical excellence, independence, and highly personalized care, Rehabilitation Institute of Washington (RIW) has helped thousands of individuals recover from injury, restore function, and return to meaningful work and daily life.
But as the healthcare landscape grew more crowded—and dominated by large, highly visible systems—RIW faced a familiar challenge for long-established organizations: its brand no longer reflected the strength, expertise, or distinctiveness of the work happening inside its walls.
To remain competitive and continue growing, RIW needed more than incremental updates. It needed to rediscover what makes it unique as an organization, and that uniqueness needed to inform not just its branding but its marketing strategy going forward.
THE SITUATION
A Brand in Need of Reintroduction
Since 2005, the Rehabilitation Institute of Washington (RIW) has been a trusted provider of comprehensive, evidence-based work rehabilitation programs in the Pacific Northwest.
Known for its personalized approach and clinical excellence, the organization has helped thousands of individuals retain their independence and quality of life after an injury.
Facing an increasingly competitive landscape with major players in the healthcare space, the organization needed to reposition itself with an improved, modern brand and a corresponding marketing plan that would re-announce it as a leader in the rehabilitation space.
THE SOLVE
Research, Strategy, and Identity
A Brave New began RIW’s brand refresh with internal and external research. This research included a day-long discovery workshop, as well as interviews with stakeholders and referral partners and a thorough competitive analysis.
During the workshop, we focused on drilling into what made the RIW brand unique, the memory RIW wanted to leave behind with its brand, and feelings the refreshed RIW brand should inspire.
These discussions allowed us to create a brand strategy for RIW, drilling down into its essence and promise, as well as its core attributes as a brand. We created specific brand drivers for what made the organization truly stand out as an independent among large healthcare systems. These drivers then informed the new visual identity.
Once the refreshed brand identity had been established, we then worked with RIW to craft and implement a launch plan that included outreach, an announcement page on its reimagined and rebuilt website, as well as a full 18-month marketing strategy to fully leverage the new and improved RIW brand to spark and sustain growth.
THE RESULTS
A New Look and a New Strategy
With its new, refreshed brand and corresponding website, RIW re-announced itself as a leader in the crowded work rehabilitation space.
The newly refined essence, clear messaging, and refreshed look and feel from its logo to its website help make clear it is the independent leader in the crowded Washington work rehabilitation space. It also re-energized RIW’s own marketing efforts so that it is poised for continued growth.
The new look and feel helped the organization truly stand out for the first time in decades. It also provided an opportunity for RIW to not just remind healthcare organizations it is the independent leader in the crowded Washington work rehabilitation space, but to re-energize RIW’s own marketing efforts. Now, with its new look and focus on what makes it special, along with a marketing to get the word out, the organization is poised for continued growth.
