Michigan‘s Health Core
A powerful new brand identity puts much-deserved focus on the center of Michigan’s vital and growing life sciences + technology industry.
Lansing Economic Area Partnership (LEAP), dedicated to driving economic growth and development in the Greater Lansing region, needed to highlight one of their most distinctive industry sectors: life sciences, health and medical technology. They wanted a new way to look at the world-class strengths and unmatched opportunities for collaboration and new growth this region could uniquely offer the state and the industry. We defined how to tell this story through a distinctive and flexible brand presence that highlights the future of central Michigan’s vital and growing life sciences + technology industry.
Strategy
In shaping a new brand for this emerging sector, our team got to know the complex and expansive community which includes business and institution leaders, professional talents, skilled talents, students and other upcoming skilled workforces. In other words: people who want to create new and impactful ways for everyone to have healthier, safer and better lives.
We found that what truly defined this sector in the Lansing region was a long history of innovation and production, and a clear set of beliefs:
- Location Matters
- Connections are Key
- Investing in “Doing”
- Embracing a Diverse and Engaged Ecosystem
- Being Centered for Lasting Well-Being
These beliefs bolster their business vision, reinforcing their rightful position alongside similar health industry hubs across the state.
Brand Idea
Brand Pillars
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Multi-faceted
Our Lansing region’s industry is dynamically diverse—from research to distribution to practice and more, we’re continuously inspired by each others’ successes in new and vital directions.
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Connected
Not only are we community partners and neighbors, we’re home to statewide leadership, and we’re centrally located to easily distribute products and effectively connect with other industry groups across the state.
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Innovative
With an esteemed history of creating solutions for better and healthier futures, our region continues to foster institutions and businesses that are filled with world class thinkers, designers and makers.
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Productive
Getting life-changing ideas realized and out into the world is key to our region’s success, and here we thrive with abundant resources, space and educated and skilled talent.
Naming
We were asked to develop a name of this sector, one that would resonate both within its diverse professional industries and to the broader public. A name that would generate connection and pride amongst participating organizations, and also help attract new investors, business growth and professional recruits. A name that could grow with rapidly advancing technical fields and also declare its deep roots.
Through our robust process, the name Michigan’s Health Core emerged as one that captures the breadth of this region’s industry cluster. This name is clear about its place in the state’s ecosystem—solidly positioned in the center of Michigan. It also has the dynamic ability to be used seamlessly within verbal communication, helping create recognitionand ownership with every conversation.
Verbal Identity
To tell its story, Michigan’s Health Core needed narrative and key messaging that expands on its brand idea and brings their brand pillars to life. Our team worked with LEAP to create messaging tools their staff and area industry partners could use in a variety of settings. We further shaped targeted audience messaging to connect with—and give voice to—individuals and businesses engaged in growing the region’s sector. Recruiters, industry leaders, corporate decision makers, individuals, and existing institutions can all connect with Michigan’s Health Core messaging.
Narrative
We are at the center of Michigan’s vital and growing life sciences + technology industry. Here, companies and institutions, industry leaders, new thinkers and skilled makers are all finding opportunities to be successful by thinking big and creating solutions for better lives.
Here in the Lansing region, we know how to accelerate ideas into action. Our diverse ecosystem includes expertise from research partners to design innovators to distribution experts. And with our region’s history, we’re right at home with collaboration and hard work—they’re at the center of all we do.
At its heart, this community is a place of do-ers: people with innovative ideas and meaningful products who care about getting what’s needed to help others out into the world. This is where Michigan’s life sciences + technology industry network converges to create safer, healthier and better lives around the world.
Visual Identity
The visual identity for Michigan's Health Core is built on a style inspired by this region’s industry itself: one that is bold, cutting-edge, harmonious and purposeful. Together these design principles create an energetic visual language that conveys leadership and invites partners and the industry to engage.
The Visual Elements
Bold typography, a deliberate color palette, and modern geometric shapes convey strength and confidence while allowing creative expression. This approach signifies the collaborative spirit and commitment to creating solutions. Each element, from curated photography to custom graphics, are meticulously crafted with clear purpose and intention to echo the precision and effectiveness of the industry cluster.
At the heart is Michigan’s Health Core brandmark. With contemporary typography and symbolic elements in the icon representing innovation and unity, together these elements form a cohesive visual language, reinforcing this region’s position as leaders in advancing health + technology innovations globally. So that partner companies and institutions could declare their position within Michigan’s Health Core, we also designed a lockup of the brandmark with a community acknowledgement statement.
- Universal Medical Symbol
- Defined Region
- Central
- Network
- Collaboration
- Unification
Universal Medical Symbol
Defined Region
Central
Network
Collaboration
Unification
Color
Typography
- Headlines
- Britanica Extended
- Subheads + Body
- Satoshi
The full diversity of the industry at our core.
Social Media Guide
Michigan’s Health Core wanted not only to tell its own stories, it also had the opportunity to provide tools for their region’s partner organizations to lend their support to endorse and expand awareness of this crucial industry cluster. Shaping a social media guide for the Michigan’s Health Core brand was one of those strategies to strengthen the industry’s collective identity and inspire others to share in that outreach. Social media posting themes and design approaches gave users a starting kit for a range of social media engagement.
Microsite
To share information credentialing Michigan’s Health Core to business leaders and corporate decision-makers looking to locate or expand a business, we developed a comprehensive microsite for sharing key facts and figures, testimonials, member companies and member news. We applied leading GEO and SEO tactics to ensure the site ranked in various search algorithms, and developed a UX to capture interest in the form of business attraction leads.
“Working with BasedOn elevated the Lansing Region’s life sciences and medical technology brand. Their strategic approach showcased our strengths and opportunities, creating a distinctive presence we're proud of.”
Keith Lambert
COO, Lansing Economic Area Partnership
Summary
Michigan's Health Core establishes the Lansing region's place at the center of Michigan’s vital life sciences + technology industry. They are a dynamic ecosystem of 150+ leading organizations creating new and impactful ways for people around the world to lead healthier, safer and better lives. Their bold and distinctive brand identity effectively gives them the tools and inspirations to tell their story and grow their impact for years to come.