BRIGADE’s recent rebrand of ConvenientMD, New England’s largest urgent care provider, showcases the power of a disruptive, human-centered identity in a highly competitive healthcare market. This bold transformation has delivered significant business outcomes, including a 214% increase in website traffic year-over-year, a 60% conversion rate of urgent care patients to primary care services, and a six-point boost in Net Promoter Score (NPS).
ConvenientMD engaged BRIGADE with a clear vision: evolve from an urgent care provider to a holistic healthcare brand that also offers primary care services. The challenge was to disrupt the transactional, clinical tone typical for the space and instead create a brand that connects emotionally with patients while supporting the company's expansion goals.
Disrupting the Healthcare Status Quo
In an industry where blue and red dominate the visual landscape—colors often linked to emergency services—ConvenientMD’s previous branding fell in line, focusing on efficiency over connection. The checkmark in their former logo reinforced a “checking-off-boxes” mentality that felt overly clinical.
BRIGADE’s reimagined identity disrupted this formula. The team transformed the check mark into a personified, friendly figure that waves—a subtle but powerful shift from a symbol of convenience to one of kindness and care. This new identity, supported by a softer color palette, brought warmth and humanity to the brand and positioned ConvenientMD as approachable and patient-centered.
Business Impact Beyond Branding
The rebrand extended across multiple touchpoints—from an engaging website redesign to in-clinic materials, uniforms, and recruitment tools. The comprehensive brand overhaul energized both the patient experience and internal culture, evidenced by a 35% increase in traffic to the careers page and $15,000 in internal merchandise revenue. The results speak to a brand that not only attracts new patients but also enhances employee morale.
The success of the rebrand was validated on the national stage, with ConvenientMD winning two prestigious Transform Awards for 'Best Visual Identity' and 'Best Brand Evolution (Business)' at the 2024 North American Transform Awards, competing against iconic brands like LEGO, PepsiCo, and Microsoft. These awards underscore the transformative power of BRIGADE’s work in repositioning ConvenientMD as a leader in healthcare in New England.
Humanizing Healthcare in a Competitive Market
At a time when healthcare providers are grappling with the challenge of patient engagement, BRIGADE’s approach highlights how a human-centered brand can differentiate a company, build trust, and drive measurable results. ConvenientMD’s refreshed identity is not only boosting patient acquisition and retention but also setting a new standard for healthcare marketing—one that prioritizes empathy and connection over clinical and transactional.
BRIGADE is an independent, woman-owned branding and design firm that partners with savvy marketing teams who embrace a challenger mindset. By combining a deep understanding of business objectives with a fine-art skillset and unmatched commitment to consistency, BRIGADE helps brands disrupt the status quo. Since 2005, their legacy of proven impact has fostered long-term partnerships with clients and positioned BRIGADE as a “secret weapon” for brands seeking results.