Brian Crooks

Health Management Systems

2007

The Brief

In 2007 HMS, the nation’s largest healthcare cost management company, had acquired its largest competitor and was undergoing major leadership changes. Their brand needed to reflect the new direction of the company.

The Solution

With any acquisition, especially one as large as this, it is key to provide all employees with a clear vision so everyone knows where leadership is taking the company. HMS took advantage of all the change they were undergoing to take a long hard look at their brand. We teamed up with a strategist who conducted extensive peer company reviews and detailed interviews with clients, employees and management. The result was a completely retooled brand platform and vision that humanized their offering, keeping the focus on benefits for the clients and patients, not the speed of its data centers.

My Role

Conceptual development for all design options and worked with our strategist to ensure the messaging was on target.

Designed all print and launch materials.

Worked with their in-house design team to ensure a smooth transition of the brand.

Completed at And Partners.