We want a mood board created for our brand. We are doing a brand
refresh and have a campaign concept, but we are looking for a visual
plan on how to bring the campaign to life. The deliverable for this
campaign would be a single visual document that is a mockup of the
campaign concept. It will expore graphical elements that will set the
style of the design, including typography, layout, texture, icons.
We are NOT looking for a logo or individual PDFs of each of the
elements. The only deliverable we are asking for is a mood board aka a
visual prototype of the look and feel of the campaign concept. I have
included a standardized template in the attachments to show you how I
would like the mood board displayed and the creative elements that
will be utilized as part of this campaign. We want to get a snapshot
of how your visual concept would translate to creative items like
website headers, graphs and white papers.
Adjectives that I associate with our campaign include engaging,
action-oriented, and person-focused.
Our campaign concept “It’s Time” is simple and versatile. It
creates a sense of urgency and invites action. One of the key
differentiators for Primaris is its high touch customer service. With
this unique corporate culture, Primaris has an opportunity to
implement a fun and meaningful campaign that will raise brand
awareness for the company, while engaging its customers.
We would like to see a mood board that walks us through the phases of
the campaign and what the corresponding visuals would look like.
HEADING: IT’S TIME to solve healthcare’s problem.
SUBHEAD: ARE YOU READY to solve the healthcare problem?
BODY: I AM READY to solve the healthcare problem.
CALL-TO-ACTION: CALL PRIMARIS. We will help you solve the problem.
The audience for this is a busy healthcare provider. Typically an
administrator, director of nursing, office manager or quality
improvement professional. This person is overwhelmed by significant
internal and external pressures:
• Changes in payment mechanisms
• Productivity ratios
• Blending medical and non-medical staff into a team
• Customer service
We would like to see the following things included in the mood board:
1. Color palette: We will not be using our current logo; we are
planning to redesign our logo with new colors and font. We will be
revising our primary brand color to be cool blue but we would like to
add at least 4 additional colors. Propose a color palette (light vs
dark, muted vs colorful, etc.)
2. Sample TIME methodology visual: An important element will be
creating a graphic for TIME, the Primaris Healthcare Improvement
Model. We want a clock/timepiece focused graphic that represents this.
The graphic would map to our brand imagery and colors.
TIME comprises four areas of focus proven to drive healthcare quality
Thresholds for Success
Measures for Goal Attainment
Execution and Evaluation
3. Sample icons: Recommend icons/graphics that go along with our
“IT’S TIME.” theme and TIME methodology (clocks, calendars,
4. Sample typography/fonts: Please use the following text:
IT’S TIME. To Improve Care Coordination
ARE YOU READY? To Improve Care Coordination
I AM READY! To Improve Care Coordination.
CALL PRIMARIS. We Will Help You Improve Care Coordination.
5. Sample white paper layout (how would you creative concept look in
a white paper layout?)
6. Sample textures and patterns: Textures/patterns that use the brand
colors and can be carried across digital and print branded materials.
These need to be somewhat muted. We are looking for something creative
that helps create an identity for our brand.
7.Sample graphs or charts (we use a lot of survey data in our
marketing materials, so we are looking for anything from a pie chart,
bar graph, etc. that suggests a visually appealing style for the
charts we need to create)
8. Sample eBook cover: Use the title “30 Patient Engagement
Strategies that Equal Better Health Outcomes”
9. Website header/menu (3 samples of how you would bring the IT’S
TIME concept to life using the following text
9a: 1 Million Better Health Outcomes. It’s Time to Deliver. Are You
9b: IT’S TIME. To Transform the Way Healthcare is Delivered.
9c: Are You Ready? To Rethink Healthcare.
9d: I AM READY! To Improve the Patient Experience.