As NextGen Healthcare began it’s accelerated mission to rebrand the company, the team’s goal was to focus on two guiding principles–radical simplicity and human authenticity.
This challenged the company to offer customers a breath of fresh air with direct, uncomplicated messaging and creative. NextGen was in the business of providing solutions to caregivers so they could help make people better, the story couldn’t be told by keeping the icon and cartoon illustration-based brand of the past. NextGen needed to empathize honestly and openly about the challenges the clients and the industry were up against, so they were put in the forefront.
Opportunities
After years in the industry the company needed a strategic brand vision to bring together their acquired companies. Employees needed a unifying message to rally behind and clients needed to know who NextGen was. Stakeholders also wanted to move away from what was viewed as a generic product-focused experience.
In an effort to radically simplify, NextGen Healthcare began it’s mission to rebuild under a master brand strategy–rebranding the company, launching a new campaign and simplifying it’s service and solution.
A new visual expression
Another major change for the brand was moving away from it’s illustrative and technology-focused past and leaning more heavily into a human-centric brand. We accomplished this by using photography that captured real moments and invoked powerful emotion. We selected colors that had grit and were based on the natural world, and the chosen typeface Meta–was also a result of needing something highly functioning and simplistic, yet human.
Employees needed an internal message to rally behind and clients needed to know who NextGen was.
The mission of NextGen Healthcare’s rebrand was to unveil a reimagined and reinvigorated campaign that leveraged the new brand positioning to simultaneously inspire purpose and motivate action both externally and internally.
The company was in the midst of transforming into a more compassionate, understandable, and patient-focused healthcare solutions provider. Believe in Better represented a shift in focus, a willingness to listen and more importantly a resolution to act.
The new campaign reflected the recognition of the turmoil within the industry. Better was not about just installing software or processing billing transactions, it was about enabling clients’ success and it’s sole mission to help the industry be Better.
