Creating an Academic Medical Center Brand from Scratch.
Objective: Rutgers Biomedical and Health Sciences was seeking a higher education and healthcare marketing agency to put an outward face on the Rutgers Health brand and elevate its reputation as a top-tier academic health institution, preeminent in education, research and clinical practice.
Solution: Noble conducted research during a Brand Discovery and Analysis of the current brand and reviewed the findings during a Brand Immersion session with key stakeholders of the institution. Based on the insights synthesized, we developed the Brand Positioning that led to a completed brand name, brand architecture, visual identity system and creative campaign. Derived from the initial brand campaign, Noble launched a service line extension through the Rutgers School of Dental Medicine, including print ads, brochures, out-of-home and digital display.
Results: The work for Rutgers Health has been completed and approved by all necessary constituencies, including Rutgers leadership, as well as key governmental committees. Work is continuing to develop the rollout plan for the new brand, and the launch is expected in the summer of 2016.