ECG Management Consultants

Making a Digital Brand Healthy

Digital rebrand

When you want to know what the customer wants, ask them.

With a site that was more than 7 years old, ECG Management consultants looked to 2120 Creative to deliver a digital rebrand that would match the caliber of this nationwide healthcare consulting firm. And, when one client contract can be worth hundreds of thousands of dollars, you better give the client what they want.

The Plan

When you are completely rebuilding the digital (and eventually entire) brand of a company with hundreds of clients and 40+ years of experience, it’s hard to know where to start. Unless you are 2120 Creative. In collaboration with the ECG marketing team, 2120 developed a plan to leverage the decades of relationship and reputation ECG has built as a healthcare industry leader to bring the voice of the customer into the project. But, when the customers are the c-suite of major medical centers throughout the nation you better be ready.

The Work

Focused on our customer insights, 2120 developed a brand that focused on ECG’s strength. Deliverables included:

LEADING HEALTHCARE FORWARD

Strategy
Finance
Operations
Technology

Brand identity, including type faces and a color palette focused on communicating the psychographics of ECG’s brand personality.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
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  • Red
    Powerful
  • Black
    High End Product
  • Blue
    Secure & Trustworthy
  • White
    Pure & Simple

Imagery that puts ECG’s people at the heart of the conversation

A site focused on putting ECG’s best foot (or thoughts) forward.
And, yes, it focused on the content that ECG’s clients said was important.

The Results

So, what happens when you ask the client for the answer? You turn an online brochure into a lead generating, sales closing machine.

After launching the site in April 2015, by March of the next year, the site was credited with the following:

  • $1,900,000

    in potential new sales (lead generation)
  • $560,000

    in realized new sales

In addition, in the months that followed the brand launch, ECG asked 2120 Creative to continue to support the brand adoption and maintenance, acting as Art Director, overseeing ECG’s talented internal team, as they rolled out the new brand across all marketing and communication tools. The relationship continues today with ECG seeing 2120 as a partner in continuing to drive the brand forward.

Insights

Anyone who offers consulting services needs to embrace that their brand is really their people. ECG’s clients proved this to us when we interviewed them. When asked the question of what makes ECG great, countless times the respondent said, “Well, I don’t know about the rest of the firm, but so-and-so is…” Due to this fact we put ECG’s people at the center of the brand, never forgetting that they built the relationship with their clients from day one.