It’s no secret that St. Luke’s Health System is the largest, most well-known health system in Idaho. But rising costs and new competitors meant that the organization needed to think outside the box to manage operations and build for the long term. But how? The answer was the introduction of the St. Luke’s Health Plan (SLHP). It was the first of its kind in the inland Northwest, and also needed to be built entirely from scratch: the plans, pricing, entire team and, yes, the brand.
+ Healthcare Ad Awards, Silver
+ Brand Research and Strategy
+ Brand Identity
+ Video and Photography
+ Animation and Motion Graphics
+ Creative Strategy
+ Advertising
+ Media Strategy, Buying and Reporting
+ Web Design
That’s why the St. Luke’s team came to DW with a request: Use research to prove an optimal way forward and articulate the best of who we can be, clearly convey our products’ unique position, design and write our brand from scratch and create a new enterprise-level website. DW was also asked to collaborate with internal teams to co-create the health plan’s sales and marketing plan to ensure strategic goals were met across the entire team.
I have never experienced a calm website launch day before today. Today’s success is a reflection of the hard work all of you put in, as well as all that we’ve learned working together over the past few months. I can’t tell you how much I appreciate each and every one of you. Thank you so much for doing whatever it took to get this site done, looking as great as it does.”
During deep-dive brand and marketing strategy sessions, DW and SLHP were able to codify how the health system’s proven history could validate the new health plan’s unique benefits, like fewer pre-authorizations, on-demand virtual care, $0 primary care and access to more of the best doctors and specialists. Simply put, the new health plan was both a familiar brand and a game changer, and we had a roadmap for leveraging both going forward.
With the brand strategy in place, DW and St. Luke’s Health Plan team were able to lean in and create a brand language and design system inspired by St. Luke’s existing brand, but with new elements for a visual hierarchy, photographic style and unique textures and drawn elements inspired by Idaho’s natural surroundings.
We also led the foundational technology and UX work for a health plan website that required a robust backend, clean and friendly design, seamless customer paths to the information they actually want and adaptability for future iterations.
Since DW is a full-service marketing agency, we created everything for the new brand: brand strategy, sales strategy, brand design/voice, website and SEO, a fully integrated advertising campaign, content strategy and more.
Let's create something unforgettable.
