Branding

Two Become One: How a Corporate Rebrand Brought Active Rehab Together

March 2018
Che Stevenson

Behind any successful brand is a strong brand strategy that guides future marketing activities. The team at Active Rehab discovered this while undertaking a complete rebrand.

What We Did:

  • Brand Strategy
  • Logo Design
  • Brand Style Guide
  • Brand Collaterals
  • Website Development
  • Social Media Management

Who is Active Rehab?

Active Rehabilitation Equipment, or Active Rehab for short, is a family owned business that has been operating in the rehabilitation equipment industry for over 15 years. The team specialises in custom wheelchairs, pediatric products, hospital beds and floor and ceiling hoists, just to name a few.

The Problem

Initially, Active Rehab had contacted us about a new website and some digital marketing. As the conversation got flowing we learnt they were in the process of refreshing their branding and incorporating a sub-brand to highlight their pediatric products.

After a few attempts internally they knew they wanted to modernise their brand, but weren’t exactly sure how to make it all work together. Enter Creative Revolution.

The Solution

Active Rehab fallen into the trap of over-branding, which you may be surprised to learn is actually quite common. Through the brand strategy process we determined that they didn’t need a separate brand for their pediatric products. Instead the solution was one simple brand that could embody all facets of the business.

And so the rebranding process began.

In order to complete a rebrand, you need to know exactly what you want it to achieve, how you want your business to be perceived, and how this will be reflected in marketing material. To begin with we completed a brand strategy, which involved a complete audit of Active Rehab’s current branding as well as a plan for future brand architecture, brand personality and brand positioning. This process allowed us to develop a plan that aligned the brand with business values, goals, and the products Active Rehab offer.

Once we had a clear direction of where we were heading, it was time to set sail. The next stage was the design of a new logo and development of a brand style guide. A consistent brand style guide was critical to highlight logo usage rules, colour palettes and typography. All of which could be applied to all future marketing efforts. To solve the issue of incorporating both adult and pediatric products into one brand, two colour palettes were created with the pediatric colours being a brighter, more vibrant version of the adult colours.

The Outcome

By undertaking a full rebrand, Active Rehab now has a simple and elegant brand that combines all facets of their business without the need of a sub-brand. Previously they required two separate websites, one for pediatric products and one for adult products. The rebrand has lead to the development of a new website that encompasses all products, making management of the site much more streamlined.

The development of the brand style guide has also allowed for a good quality, single style design to be applied across all marketing material from online advertising to signage and even stationery.

Active Rehab is proof that a successful brand is built on a detailed strategy and executed through a consistent style guide.

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