Matrix Medical Network rebrands as part of new strategic focus
Global brand consultancy Brandpie has delivered a new visual identity and brand positioning for expert care and health services provider Matrix Medical Network. The rebrand is part of Matrix’s new strategic focus on bringing care to individuals where they live and work.
The expanded business model represents a long-term strategic roadmap for Matrix, recognising new health and safety needs in 2021 and beyond. To communicate its new services and model, and to make the largest impact for Americans across the country, Matrix needed to evolve its identity, as well as its internal and external messaging to reflect its world-class, essential services.
The rebrand sees Matrix embrace a newly articulated purpose that spans its portfolio of services, with four newly defined lines of business: clinical care, clinical solutions, clinical trials and clinical labs.
“The positioning we’ve crafted together broadens our scope to meet patients wherever they are, both in today’s environment and well into the future,” says Jody Bilney, Matrix’s acting CMO.
Combining Matrix’s blend of clinical expertise and capability to serve patients in-home, via telehealth, on-site at medical facilities and workplaces, and in Mobile Health Clinics, Brandpie and Matrix worked together to develop a new brand proposition ‘To provide better care for everyone, everywhere.’ The purpose informs new outward-facing brand positioning that communicates Matrix’s heritage and strength in clinical health and safety to everyone.
The new logo ties together the shape of two healthy lungs, an infinity loop, and an ‘M’ for Matrix to visually reflect the businesses’ commitment to providing expert clinical care wherever it is needed. The logo and new colour palette ‘strike the balance between reflecting brand and expertise,’ says Michael Mackay, creative director at Brandpie. By using colour to differentiate between Matrix’s multiple lines of business, the visual identity infuses freshness and diversity without compromising brand recognition.
“It all comes back to care,” says Rik Haslam, executive creative partner at Brandpie. “Once we got to this notion of expert care everywhere, we were able to translate and articulate it across the entire Matrix portfolio.”