Ochsner Health Brand Case Study
1. Project Overview
Ochsner Health is a large hospital group based primarily in Louisiana, in the southwestern United States. The main objective of this project was to create a new employer brand for human resources. My role involved designing and leading the development of this brand, based on the client’s research and goals. I implemented the new design across all materials, including the website, CRM, social media, and more. This case study is my favorite because I witnessed the impact of a successful rebrand that left the client overwhelmed with emotion.
First Concepts
2. Business Problem
Ochsner approached us after having worked with multiple design teams that failed to meet their expectations. The primary request was to retain their tagline, “Pursue Your Purpose.” Additionally, Ochsner was experiencing bottlenecks in specific staffing areas, such as nursing and physicians, so I built out the website pages even more extensively. (View page here)
The employee research survey identified several key motivators: support and collaboration, stability and well-being, learning and development, and making a meaningful impact. Therefore, it was essential for us to create a brand that embodies these motivators.
3. Role and Ownership
My role was to take into account all the research, then design the brand that would work across all platforms. In the initial concepts, some motivators were more prominent than others, but stability and meaningful impact were more important to the client. As we went through revisions and consulted with the client, I noticed key aspects they were seeking. First being warmth, they particularly loved the idea of a storytelling narrative and expressed a desire to incorporate more of the color palette into the designs.
Final Concepts
4. Team and Collaboration
I collaborated with the copywriter and Ochsner team to effectively bring the brand’s storytelling to life. I would meet with the. Team regularly to go over revisions but also discuss if the designs are connecting to the content. When we started building the website, the client clearly expressed their priorities. The most important aspect was that the website needed to be easy to navigate.
5. Creative/Process Decisions
I rewatched the meeting where we discussed the first iteration of the website and noted three major points to focus on during the design process. First, I aimed to create a lively atmosphere that reflects the warmth from the final moodboards. Second, I wanted to incorporate movement and make the colors more prominent. Lastly, it was important to ensure that the website is user-friendly and easy to navigate.
After seeking new inspiration, I infused the website with life and movement through videos, animations, and GIFs. I maintained a grid layout to ensure a smooth flow and clarity. Additionally, I used colors strategically to draw attention to certain parts of the website, enhancing user experience.
6. Final Deliverables
Here is the final live website along with sizzle reel at launch. In the grid you will see other executions of the finished brand.
7. Outcomes/Results
Initially unhappy with the past clients, the outcome eventually made them so ecstatic that one of them cried with joy. This experience taught the importance of always listening carefully to clients to embody what they want in a design truly.