Brand Development

In 2018, MaternOhio Clinical Associates was Ohio’s largest private women’s healthcare provider but their company was divided, functioning as 7 different practices. They wanted to become a unified brand, internally and to the public, however some providers were resistant due to fear they would lose their individual identity, lose their patients, or be seen as a corporate takeover. To build camaraderie, and optimistic growth for the company, team members were given a sense of involvement and a compelling, emotional story to connect them to the new brand.

Name and Tagline

Brand concepts that stemmed from the research and interview process included Journey, Lifelong, Collective, Empowerment, Nurture, Individualized Healthcare, Connections, Compassionate, Relationships, Strong, Accessible, Feminine, Supportive. These were a stepping stone to create a new name and tagline with meaning and expression— Avina Women’s Care, Sharing your journey for a healthy life.

Avina [uh-vee-nuh] comes from Avenir (the future of time to come), Avenue (means of access or attainment), Venire (come), Avi (bird), and Da vina (‘from the vineyard’).

Logomark

The flower is feminine yet strong in structure, and expresses positivity and growth. Around the flower is a ring that is supportive, yet open at the top, conveying a sense of empowerment the provider gives the patient. Less noticeably, are two paths that come together to represent the journey between the patient and provider.

From an internal standpoint, the duality of the leaves and flower show that the different divisions can work together as a team and grow into something beyond who they are now.

Color

Coral, is a mix of orange and pink. These colors stand for health, vitality, seasons/change, energy, friendliness, femininity and youth.

Green means new beginnings, nature, growth, renewal, harmony, and stability.

Lastly, white means light, goodness, cleanliness, purity, safety, and positivity.

Photography

Professional photos were taken of Avina’s Providers and volunteer models to create images that communicated individualized, high quality care. To build a connection with the audience, images with people interacting or looking at the camera were captured. Whenever possible, diversity of race, age, gender and culture were represented. To fill any gaps, stock photography was used.

Prenatal Handbook

This booklet is an evidence-based guide to a woman’s pregnancy journey. Pregnancy, although a beautiful part of life, can also be a scary or intimidating time full questions for those expecting. This booklet was created to be a simple and informative reference that can be opened anytime, anywhere— especially with its small size.

The serious, factual content is balanced with warm, positive imagery and patient testimonials to help the reader feel at ease. Custom icons and graphics were created to illustrate key concepts, and make the information more accessible to skim through. In addition, it was important to the client to emphasize the different chapters (Trimesters 1, 2, 3 and Postpartum). Each chapter was color coded, their opening page featured a leaf graphic that progressively filled with white, and the women’s’ bellies (of different race and ethnicity) progressively grew throughout the book to help tell the story of a woman’s journey.

Website

The Avina website was what kickstarted the rebrand and new long-term client relationship. The biggest challenge was to create a website that played no favorites when it came to providers or locations, while making it a pleasant user experience for patients. This involved a thoughtful back and forth approach when designing the providers and locations pages and their filtering systems. The website’s other key feature is to request an appointment online with providers that work at different locations, offer different services and accept different insurances.

This site tells a story to make the patient feel welcome and at ease when it comes to their health. As this company grows into their new brand and they break away from their individual divisions, the site continues to evolve. One recent added on feature includes a passcode protected page for their paid Childbirth class video. This evolution requires continuous monitoring, testing and analysis to provide evidence based recommendations and insights.

Brand Collateral

The brand collateral was truly where the brand came into fruition. Expanded from the logo, leaf and flower-like shapes were developed to be used as a pattern. The shapes join together seamlessly to support and emphasize the content presented. This also provided an opportunity to incorporate the photographs from the in-office photoshoot in a fluid, organic way.

The new patient packet included a welcome folder with a die-cut and side pocket, patient forms, an appointment reminder card, and location cards. Each division had their own location(s) cards that included their headshots, services, location photo and a fully custom illustrated map.