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Identity Standards

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HMH_logoHigh Mountain Health is a highly successful medical group practice headquartered in Wayne, NJ. Having expanded their services and medical staff over a period of more than 15 years, their initial branding no longer reflected the breadth of their practice.

We perfomed a thorough marketing analysis and summarized their "brand promise," to provide a higher level of of patient care and convenience. We developed a logo using the letter M to suggest a mountain range. We proposed a campaign to position their brand solidly around the promise of "doing more" for patients.

The tagline "Taking healthcare to the next level" was adopted. Images of clouds were used to complement the High Mountain identity and narrative messages were developed to consistently convey how the practice strives to do more for their patients.



The following ads were designed as a series. Each ad is identifiable with the High Mountain Health brand through the use of color, background and messages. The clinical staff is featured in the photos to emphasize the personal nature of the group. The photos are subtley configured to suggest the shape of the high mountain. Messages are friendly and informative. The theme "taking healthcare to the next level" is consistently supported in the copy.

HMH Womens AdHMH AD Sports Health
HMH AD Urgent CareHMH AD Mens Health

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A full array of collateral support materials have been designed to support a uniform brand. Here are just a few of them.

HMH Brochure 1HMH Brochure 2

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The Website carries the theme, colors and tagline. There are more than 25 pages, yet information is easy to find through both primary and secondary navigation. Each page opens with a signature musical theme and clouds that drift across the background of the main banner. Click the Homepage image to visit the site online.

HMH HomepageHMH Webpage

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Identity standards are particularly useful for companies that produce a variety of materials. Their purpose is to ensure that materials end up looking uniform over time, regardless of who prints or manufactures the item. These standards, or specifications, are shared with vendors and they provide specific direction in terms of color, placement of text, and placement of graphics in relation to each other. Avow Communications has produced standards for companies of all sizes. Here are four representative pages used by High Mountain Health.

HMH Specs 1HMH Specs 2
HMH Specs 3HMH Specs 1

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