Steward of change in substance use management.
Background and Challenge
In the midst of the American opioid epidemic, a group of private, healthcare-focused investors purchased Burlington Labs, a Burlington, Vermont-based drug testing laboratory with 2 testing facilities and over 90 employees.
Burlington Labs was a well-known, regional brand, high-profile local employer, and due to legacy public relations issues, they were acquired with a tainted public image. The primary objective of the project was to develop a new brand name and identity that spoke to the mission of the organization while creating a new, resonant brand narrative that inspired an evolution away from the stigma associated with drug addiction and drug testing facilities to a more compassionate, care-based model.
What we did
Using primary research, a comprehensive industry/ market assessment, and client workshops, we developed a grounded, yet aspirational, new brand positioning strategy focused on accurate, timely testing with an added emphasis on innovation, education, thought leadership and community engagement.
We created a new brand, Aspenti Health. The name came from the hybrid of words “Aspen” tree which is symbolic of “clarity of purpose” and “ti” which is the seventh note and “leading tone” on the musical scale. Together, they signify the unified mission of the new organization, interconnectedness, and being part of a larger mission while creating harmony for clients, colleagues and patients.
From there, Brandigo developed brand architecture that created three distinct organizational focus areas: 1. testing, delivery & analysis, 2. community impact, and 3. Leadership insights and patient advocacy. A comprehensive suite of messaging and creative assets were developed to activate the brand both internally to colleagues and stakeholders, and to the market.
A new brand that the industry immediately connected with. 2 years later, Aspenti continues to get positive feedback on the look, feel and connection of our brand with our vision.
- A clear, powerful and well-articulated vision resonating with key audiences
- A new brand that the industry immediately connected with. 2 years later, Aspenti continues to get positive feedback on the look, feel and connection of our brand with our vision
- Clinical Lab 2.0 Innovation Award Demonstrating the Clinical Laboratory as a First Responder to the Opioid Crisis
- Insight Care Feature: Aspenti Health ™ : Offering Diagnostic and Digital Health Solutions for Substance Use and Pain Management
- Continued, sustained growth
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