In April 2015, Frauenshuh Health Care Real Estate Solutions, a veteran Dovetail client, approached us with a branding challenge. As a result of ownership changes, Frauenshuh needed a new brand identity. Frauenshuh was a national leader in the development, financing and management of ambulatory care and medical office buildings for over 30 years. The new owners of the organization posed Dovetail with the challenge to create a brand that paid tribute to the company’s historical focus, experience and track record in healthcare facility development while expressing an updated and more accurate reflection of the services it provides to health systems, hospitals and physician partners.
Dovetail’s branding process dictated that we start with in-depth interviews with internal and external (clients and business partners) stakeholders. Through those interviews we uncovered the necessary information to seed Dovetail’s recommendations for the new entity’s purpose, brand position, unique differentiation and personality. Because Dovetail’s branding process is client-collaborative by design, we worked with Frauenshuh’s internal stakeholders at all levels to gain input, consensus and buy-in for our brand positioning recommendations.
In January 2016, MedCraft Health Care Real Estate was launched. The name MedCraft was selected to reflect the two most important components of the company’s purpose: its dedication to making a difference in healthcare and its expertise in crafting solutions that meet the needs of its partners and communities served. The bold new logo features four quadrants that represent the company’s guiding tenets: Accountability, Dedication, Collaboration and Innovation. Together, the name and the mark represent the company’s vision to be a collaborative, forward-thinking organization that improves health care with every project it develops.
In addition to the new name, Dovetail created a new corporate tagline, graphic guidelines, brand launch plans, website guidance and marketing planning.