AdventHealth rebrand inspires unity, creativity and connection
How WriterGirl provided content expertise for AdventHealth’s rebrand
Situation
AdventHealth reached out to WriterGirl as they prepared for a complete rebrand and web redesign. The goal? To make communities healthier through a unified system of 46 hospital campuses and hundreds of care sites in diverse markets throughout nine states. They needed a whole new approach to content to improve the user experience and to help their new brand voice ring true to their Christian mission, shared vision, common values and focus on whole-person health.
Challenge
AdventHealth needed a nimble, adaptable content team to review thousands of pages of content. These experts would need to think strategically and creatively to re-imagine and reshape content with flexible design modules aimed to reduce pages while improving user engagement. They needed new content to unify the entire health system through a distinct new style and tone aligned with their new brand strategy.
Solution
AdventHealth sought WriterGirl to help them re-envision content. This substantial lift involved working multiple client contacts, web designers and subject matter experts to:
- Audit existing content.
- Find ways to reduce page count — while maximizing content impact — within a new site structure and modular design concept.
- Create custom content in a new brand voice, and select the design “widget” to best showcase and streamline content.
- Freshen existing content with the new brand voice and flexible design approach.
- Administer GatherContent (content management tool), including managing page structure modular page design, custom templates, and entering and editing content.
- Edit migrated content for voice directly in their CMS.
- Repurpose, update and write original blogs.
- Continue providing solutions post-launch.
“It absolutely took a village and WriterGirl was a major part of the launch. We’re blessed to have you and your peers on our team.”
— AdventHealth Director, Content and Social Strategy
Results
The new AdventHealth brand defines and distinguishes them across regions. Content sings with their inspired voice. Their whole-health values imbue and unify every piece of content. Site visitors can find the information they need faster. As one brand, AdventHealth can foster stronger connections with communities and consumers across all their markets. WriterGirl continues to help reinforce their brand and consumer connection post-launch through ongoing blog content.
