Building the brand identity and full communication toolkit for a new name in physician-led home care
Alerta developed the full Intention Health Care brand identity and communication system from the ground up. We built the brand guidelines and visual toolkit that would govern how the new brand presents itself across every touchpoint, from clinical partner materials to patient-...
The Challenge
Essen House Calls, the home care services arm of Essen Health Care, was rebranding as Intention Health Care, a physician-led home-based care organization serving high-need patients across New York. The rebrand required more than a new name and logo. Intention Health Care needed a complete brand identity, a comprehensive set of guidelines and toolkit assets for internal teams and partners, and a full suite of communication materials to launch the new brand across TV, digital, and print simultaneously, all in English and Spanish to serve the diverse communities the organization cares for.
The Solution
Alerta developed the full Intention Health Care brand identity and communication system from the ground up. We built the brand guidelines and visual toolkit that would govern how the new brand presents itself across every touchpoint, from clinical partner materials to patient-facing advertising. We produced TV spots, digital video, static assets, and print materials that launched the brand in the Bronx and surrounding communities, positioning Intention Health Care as a trusted, accessible, physician-led home care option for patients who cannot easily reach a doctor's office. Every piece of communication was delivered in English and Spanish, reflecting the bilingual reality of the communities the brand serves.
Campaign Content
Static Content · Social & Print
How We Did It
Brand Identity Built for Trust
Intention Health Care serves patients who are homebound, high-need, and often navigating the healthcare system in a second language. The brand identity had to communicate trust, warmth, and clinical credibility simultaneously, making patients and caregivers feel the brand understood their situation from the first impression.
Brand Guidelines and Toolkit for Scale
We delivered comprehensive brand guidelines and a visual toolkit that gave Intention Health Care's internal teams, clinical partners, and home care agency partners everything they needed to apply the brand consistently across patient-facing materials and health plan communications, without requiring Alerta's involvement in every execution.
Full Bilingual Communication Launch
Every TV spot, digital asset, and print piece was produced in English and Spanish from the start — not adapted after the fact. The bilingual approach reflected the Bronx community's linguistic reality and ensured the new brand could reach every patient and caregiver it was designed to serve.
TV, Digital, and Print in One Integrated Launch
Rather than staging the launch channel by channel, Alerta delivered the complete communication package simultaneously (TV, digital video, social media, and print), giving Intention Health Care a fully coordinated brand presence from day one of the rebrand.
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to a wider America?
Expand to a wider market. We help brands of all sizes take advantage of the bigger opportunity through a bilingual culture-conscious approach. Let’s chat today.
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