Maxim Healthcare Sales and Brand Case Study
1. Project Overview
Maxim Healthcare Services is a leading provider of home healthcare, companion care, and behavioral health services on a national scale. In this case study, we had two key objectives. First, we set out to impress the client with a compelling design for an original sales pitch within a strict one-week deadline. Second, after successfully winning Maxim Healthcare, we were determined to establish a strong employer brand based on employee research. We would then seamlessly implement these designs across multiple platforms, including CRM and social media, to ensure maximum impact.
2. Business Problem
Maxim Healthcare approached us to tackle their recruitment challenges, recognizing that our design expertise could provide a crucial solution. We had a clear goal: win the client. Our team rose to the challenge with a tight one-week deadline, during which we developed two compelling concepts. One of these concepts was a complete mock-up, featuring a website, CRM, and banner executions.
Once we secured the client and initiated the design process, we identified the core motivators of Maxim employees: work-life balance, the opportunity to make a meaningful impact, and pathways for job growth. Our designs were strategically crafted to powerfully reflect and embody these three essential motivators.
Sales Phase Concepts
Sales Moodboard Concept 1
Sales Moodboard Concept 2
Sales concept in use
3. Role and Ownership
In both the sales and full design stages, I took charge of developing the designs, leveraging the limited research from our original sales pitch. I effectively transformed the identified motivators into a cohesive and compelling brand.
4. Team and Collaboration
I collaborated with the copywriter on both sides to ensure the content was directly tied to the design. The client made it clear that incorporating the hearts from the logo around the employees was a priority.
5. Creative/Process Decisions
To effectively highlight the motivators, we presented two compelling concepts that convey the same core content. The first concept was sharply focused on the employees, reinforcing a strong care philosophy while prominently incorporating the hearts from the logo they wished to integrate. The second concept adopted a softer tone, emphasizing the moments captured in photography, with employees showcasing the hearts alongside images of significant experiences. Ultimately, they decisively chose the first concept for further development.
Initial First Design Phase Concepts
Design Theme Concept 1
Design Theme Concept 2
6. Final Deliverables
Here are other various executions and generated additional ideas for the mood boards that align with concept 1.
7. Outcomes/Results
This client was ecstatic upon transitioning from the initial sales phase to the full design-build-out. They are currently requesting additional Concept 1 build-outs and will share them in due time.