Project OverviewThe team at Corporate Health Partners (CHP), a company that offers structured, measurable

wellness programs for businesses with mid to large-size workforces, approached me to write new

copy for their existing website. Upon reviewing CHP’s market strategy, competitive landscape,

current branding, content and site structure, I recommended more than just new words to convey who the company is and what it does. I felt new copy needed to coexist within an updated brand

and refreshed website that was more inviting to potential clients and optimized for today’s digital-

social-mobile marketplace.

The CHP team agreed, and we embarked on a rebranding of the

company. Incorporating understanding of the target market’s

mindset and CHP’s differentiating advantages, I created updated

branding (including basic identity elements such as business cards

and letterhead) and completely rewrote and redesigned their

website. In tandem, I led the production of testimonial videos to be used on the website, as well as for in-person sales presentations.

The initial project blossomed into an ongoing relationship in which I

provided creative strategy, creation of marketing materials, ads and

client case studies, public relations support and advisement on

social media campaigns. I also served as liaison for CHP during

consideration of the development of a new app and proprietary

health tracking portal. The new approaches served the company

well, and the branding and website helped CHP capture attention

and generate interest in its market.

Eventually, the CHP team negotiated a merger with an Atlanta firm

offering similar services. The client reported that the branding and

messaging I developed was heralded as highly appealing and

presented CHP well to its new business partners and associates.

To follow are representations of some elements of the CHP rebranding projects, starting with a brief

look at CHP “before” the new creative strategy was introduced.

irene@workwriting.net ■ (615) 292-0899 ■ msg2mkt.com

P O R T F O L I O E X A M P L E Corporate Health Partners Rebranding

Corporate Health Partners Project:

Immersion in Company Strategy & Competitive

Market

Development of Creative Strategy

Updated Branding, Graphic Standards,

Corporate Messaging

New Website Strategy, Design & Content

Production of Video Testimonials

Ongoing Marketing, Advertising & PR Support

Ongoing Strategic Advisement

CHP’s Branding Before the UpdatePrior to my involvement, the CHP branding was quite conservative, from the tree icon in the logo to

the language on the company website. The tree icon did not reduce well, so it lost its clarity when

placed on business cards and used in smaller applications.

The website was static, not optimized for SEO and did not adequately relate to potential clients

CHP’s many differentiating factors and successes. There were no calls to action, no compelling

language to invite more interaction by interested parties. Additionally, the site was built in a platform

that made it a bit challenging for the team to maintain and update autonomously.

I spent ample time with the CHP to understand their company, its core focus, who they market to,

who their competitors are and what had and had not worked to date in the effort to grow market

share.

CHP’s Branding After the UpdateOut of respect for the equity CHP had built in its previous branding, I freshened the logo without

totally overhauling, leaving the word mark in tact while bringing in a more stylized tree icon with

more contemporary colors. For messaging, I incorporated bold, conversational language that more quickly, clearly explained CHP’s services. For the website, I used featured text, click-throughs, on-

page video and new navigation to create a site that was truly engaging, interesting and optimized

to help CHP show up in web searches.

Corporate Health Partners Website:

Fresh Branding

Clear, Conversational Language

Compelling Video Content

Abundant Click-throughs for User Engagement

Call-out Copy & Highlighted Text