Masterpiece Marketing and Mental Health
The goal of Masterpiece Marketing – to provide clients with transformational results – is especially evident in our work with nonprofits that seek to eradicate negative perceptions of mental health struggles. Our passion for partnering with these nonprofits and companies that serve those dealing with mental health struggles is born out of our president and founder’s own zeal for the endeavor. Beth Bostwick’s family experienced a lengthy journey of navigating a loved one’s mental illness, which contributes to her enthusiasm for helping others walking along a similar path. Additionally, Beth’s own sixteen-year experience leading the marketing efforts at Philhaven and WellSpan Philhaven inspired our ongoing commitment.
Inspiration board for brand development
The Birth of a New Brand
For 16 months, Masterpiece Marketing had the privilege of partnering with St. Luke’s Penn Foundation, a leader in the field of mental healthcare and holistic wellness, and journey with them through The Great Branding Adventure, one of the paramount services that we provide.
This exciting process guides a client through an intricate branding experience, including logo design, brand tagline, color palettes, creative branding launch campaigns and more, determined by what makes a brand unique, how that brand is perceived, and how to effectively launch and communicate the brand (or rebrand). The Great Branding Adventure is comprehensive and immersive, and the outcomes help revolutionize and revitalize brands that are in need of refreshing and refocusing.
Because St. Luke’s University Health Network and Penn Foundation Behavioral Health Services had merged and created one unified organization, The Great Branding Adventure was a natural process to inaugurate the new brand identity.
Social media mock-up
The Process
The journey of rebranding St. Luke’s Penn Foundation began with Masterpiece Marketing strategists analyzing the existing brand. The top goals were to create a new name and brand for these merged organizations, ensure aligned brand architectures, engage consumers, generate excitement preceding the launch, collaborate with St. Luke’s larger marketing to leverage and refocus existing marketing and public relations touchpoints, and strengthen supporter relationships.
All of this was accomplished while also ensuring thoughtfulness to each organization to inspire the teams from both St. Luke’s and Penn Foundation. The goal of the Great Branding Adventure was not to erase the existing brands but to find an innovative and inspirational approach to merging them together in order to honor the uniqueness and history of both organizations.
Masterpiece Marketing strategists examined competitor taglines and themelines, as well as conducted research to gain a thorough understanding of audience perceptions of mental health, psychiatric care, and its connotations. We also conducted team surveys to gain insight into the desires and goals of the St. Luke’s and Penn Foundation staff in regards to the merge and rebranding. Our team also conducted regional consumer research through Masterpiece Research. These surveys illuminated preferred terminologies, preexisting conceptions of care, and how different marketing and branding approaches may resonate with individuals. Referral source research revealed the reputations and awareness of St. Luke’s and Penn Foundation in the healthcare community and identified areas of necessary marketing and communication improvement.
Water bottle mock-up
Based on all of the findings from research and surveys, we introduced the newly merged organizations to their new brand logo and tagline.
The Rebrand
Masterpiece Marketing desired to ensure that the naming convention and branding of these merged organizations aligned with the brand hierarchy and laid a good foundation for future affiliations. This is why we provided specific instructions in regards to marketing, brand promotion, and brand loyalty.
In addition to a new logo and tagline, St. Luke’s Penn Foundation was also provided with all of the data related to every survey conducted, logo specifications, the brand launch campaign outline and design elements, campaign launch inspiration boards, social media visuals, billboard concepts, promotional items, and campaign films accessed via QR codes.
Billboard mock-up
The Great Branding Adventure is about more than just a new logo design or an innovative marketing strategy. It’s an innovative and holistic experience that delves into the very heart of an organization in order to create a brand launch that is personalized, strategic, and effective. We believe that this approach has positioned St. Luke’s Penn Foundation to be a leader in mental healthcare for years to come with a mission that is clearly defined and represented.
Billboard mock-up
