Axia Women’s Health

Challenge

Axia Women’s Health

Challenge

Formed through a merger of regional OB/GYN practices, Axia Women’s Health (AWH) sought to form a progressive women’s health network. With investor support (via Audax), AWH made numerous acquisitions and set its sights on building a brand to compel teammates, practice owners, and patients alike. With Finch Brands’ help, the company sought to answer a range of questions: 1. Architecturally, would patients rally around or resent the idea of a network? 2. If the brand is patient-facing, for what should it stand? 3. How can we develop/reinforce core brand ideas at the practice level?

Process

  • Primary Research
  • Brand Strategy
  • Focus Groups
  • Brand Architecture
  • Quantitative Surveys
  • Brand Book
  • Vision, Mission, Values
  • IDIs
  • Communication Suite
  • Website Design
  • Video
  • Signage
  • Brand Standards Guide
  • Email Templates
  • B2B Pitch Deck
  • Brolder

How We Got There

Finch Brands conducted a comprehensive employee/patient study to gain a deep understanding of needs, motivations, and barriers. With this foundation, we developed a company Vision, Mission, and Values, along with a sweeping purpose-driven brand positioning behind the idea that “Women deserve more”. To help AWH go to market, we developed a comprehensive brand architecture playbook to drive consistency and completely overhauled the company’s website and materials to drive greater connections with key stakeholders.

Brand Architecture

With dozens of well-regarded local brands, we structured Brand Architecture via a sub-brand co-driver model that enables Axia to work across locations.

Brand Book

The most powerful brands are built inside out. Finch Brands provided extensive support for internal brand education/rollout, including a new employee Brand Book to share what Axia Women’s Health stands for, where it’s headed, and how they’re connected.
The brand book included topics such as the importance of each team member’s contribution in bringing the brand to life, the brand’s purpose, and values, and much more.
The brand book included topics such as the importance of each team member’s contribution in bringing the brand to life, the brand’s purpose, and values, and much more.
The brand book included topics such as the importance of each team member’s contribution in bringing the brand to life, the brand’s purpose, and values, and much more.

Vision, Mission, Values

Finch Brands guided an internal process to develop an inspiring Vision and Mission.
We then helped the team develop a unique set of values to educate and inspire team members – corporate staff, practitioners, and administration alike.

Web Design

Finch Brands led the redesign of the Axia Women’s Health website, elevating the stature of the brand online while driving a dramatic improvement in users’ ability to engage with the brand and find the right provider.

Video

We brought the story to life via an engaging video to inspire employees and engage current and future patients to drive an emotional connection with the brand.

Logo Usage Guide

Clear, easy to follow brand standards were essential here to ensure the brand is consistently applied across all applications and locations.
Clear, easy to follow brand standards were essential here to ensure the brand is consistently applied across all applications and locations.

Signage Usage Guide

Signage guidelines were a critical component to ensure the brand was consistently represented in real-world applications and on-property wayfinding.
Signage guidelines were a critical component to ensure the brand was consistently represented in real-world applications and on-property wayfinding.
Signage guidelines were a critical component to ensure the brand was consistently represented in real-world applications and on-property wayfinding.

Email Templates

A new email template created a consistent look and feel that brought all digital content in line with the brand message.

B2B PowerPoint Pitch Deck

Finch Brands led a collaborative effort with the development team to create a new practice pitch deck that led with brand purpose and deeply connected with practice owner needs and motivations.
Finch Brands led a collaborative effort with the development team to create a new practice pitch deck that led with brand purpose and deeply connected with practice owner needs and motivations.

Brolder

To support the selling effort, Finch Brands developed a “brolder” that incorporated brand design and positioning.
To support the selling effort, Finch Brands developed a “brolder” that incorporated brand design and positioning.
To support the selling effort, Finch Brands developed a “brolder” that incorporated brand design and positioning.

One Sheet Templates

Within the brolder, Finch Brands developed a series of one-sheets templates that allow the same core selling piece to be used in a range of different ways with different audiences.
Within the brolder, Finch Brands developed a series of one-sheets templates that allow the same core selling piece to be used in a range of different ways with different audiences.

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