The only emergency medical facility in Burnett County, Wisconsin, Burnett Medical Center (BMC) has a 90 year history in providing top-tier medical solutions for patients in Northwest Wisconsin and Northeast Minnesota.
Beyond emergency services, BMC also offers family practice and clinic services, as well as a continuing care center.
The bump in the road
Burnett Medical Center's marketing department identified the need to rebrand the hospital in a sweeping manner. Past brand realignments hadn't been fully implemented, resulting in a disjointed brand experience with three separate logos in current circulation.
The latest logo iteration was of particular concern - the design was difficult to read and the intricacies of some elements made it damn near impossible to use in some applications.
An additional concern was BMC's brand perception - it was imperative that the new brand spoke to the best traits of the hospital while working to combat any negative feelings.
And timing for a rebrand couldn't be better. With their current website service expiring, BMC was simultaneously looking for a new website provider who could redesign their site, breathing new life into a dated online experience.