San Diego-based brand agency MiresBall wins Notable award for 2010 rebrand of Alere, formerly Inverness Medical Innovations.
MiresBall’s work for Alere, formerly Inverness Medical Innovations (IMI), was recently recognized as one of the world’s most effective rebrands in the seventh annual REBRAND 100® Global Awards. San Diego-based brand agency MiresBall led the rebrand, which included a new identity, strategy and visual system along with key collateral pieces including a corporate video, print advertisements, brochure, packaging and website.
Alere sought the help of MiresBall after several years of rapid growth created a patchwork organization with many legacy brands. The company wanted to unify its brand and signal its status as a leader in the global healthcare market.
To achieve that goal, MiresBall worked to develop a strategy and messaging that would emphasize the company’s innovative strengths while connecting on a human level with doctors and patients. Key to that strategy was avoiding the clichés and jargon prevalent in traditional healthcare marketing. For example, the visual identity relies on fresh, lifestyle photography shot in black and white.
“Healthcare marketing tends to blend together,” says Scott Mires, Partner and Creative Director at MiresBall. “Alere has a very unique and compelling vision for the future of healthcare, with a dynamic corporate culture to match. They were looking for a brand that captured this new vision in an authentic and impactful way.”
A panel of jurors considered “before” and “after” representations of brand transformations. Emphasis was on executed strategy that made an emotional connection, and met the stated objectives and needs of the identified customers and prospects.
Over 32 industries and 34 countries are represented among the 2011 REBRAND winners. They ranged from Australian Diabetes Council to luxury car brand Audi, United States Mint, Brazil’s Grupo Boticario, and Amrop, a Belgium-based global search firm. Some of the competing branding consultants included FutureBrand, Interbrand, MetaDesign, Siegel+Gale, in addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits.
“We are very happy to be included alongside such well-respected global agencies, and it’s an honor to have our strategy and design work recognized,” said Mires. “Working closely with the marketing team and staffers at Alere we captured the heart and soul of the brand and brought their story to life.”
About REBRAND™ and the REBRAND 100® Global Awards
REBRAND™ is the world’s leading resource for effective brand transformations. The REBRAND 100 Global Awards is the first and most respected recognition for repositioned brands. Featured in such media as The Wall Street Journal, CNN Money, Bloomberg Businessweek, various magazines and books, the annual competition has entry deadlines in late September. The full 2011 winners showcase is at www.rebrand.com.