Premier, Inc.
Breathing New Life Into A Brand
Three years after going public, Premier Inc. – an alliance of nearly two-thirds of the nation’s hospitals and health systems – decided it was time to rethink its brand and communications. My charge as creative director: lead a multi-disciplinary team of designers, programmers and photographers – both internal and external – in the exploration of new ways to tell the Premier story.
The company’s mission was simple yet profound. Premier wanted to radically change and improve the way healthcare is delivered. So our talented team focused on how we could convey that vital message. It took many long hours of painstaking research and development. Countless creative sprints and testing. Not to mention winning executive buy-in. Ultimately, however, we successfully redefined the brand with the launch of premierinc.com and multi-channel campaigns.
A little humor never hurt anyone.
The key to the transformation of the Premier brand was bringing humanity to the forefront. That was paramount as we concepted campaigns. Humor, levity and devices that are rooted in our everyday life helped us simplify the complex and connect with people in a memorable, differentiated way. Below are some examples of concepts. Only some made it to the dance floor. We thank you, legal, for keeping us safe.
