Deloitte
Challenge:
The Strategic Planning, Enterprise Architecture, and Requirements (SPEAR) Division is dedicated to providing Military Health Services (MHS) leadership with the best tools, services, and products available to aid IM/IT investment decision making. SPEAR is part of the Office of Chief Information Officer (OCIO) within MHS and is a division that was not well understood. There was no brand for SPEAR. The challenge was to create a brand and bring awareness of SPEAR services, as well as motivate customers to use SPEAR. The goal was to get people to use SPEAR because they realize its benefits—not because it is a required process. The target group consists of 0-7 executive-level IM/IT decision makers and these decision makers have a huge impact on warfighters, beneficiaries, tax payers and providers.
Solution:
LeapFrog Solutions (LFS) worked as subcontractor to Deloitte on this initiative. LFS provided a Framework Analysis Document (FAD) to better understand the objectives, personality and service offerings. The ultimate goal was to imprint a feeling that SPEAR has the information needed to increase the quality of decision making. LFS developed the SPEAR logo, PPT, newsletter and the Web site. The purpose of the Web site was to be an informative central repository for customers and partners. The site was to provide access to information, processes, key activities and definitions. The Web site was to also help create unification of SPEAR, as well as a way for SPEAR employees and contractors to learn about the different parts of SPEAR.
Result:
When the logo was developed and presented to the SPEAR division, the immediate response was “Wow”. The logo clearly exceeded their ideas of what it could be. This was the first time the SPEAR division had an actual identity—a brand. The development of the logo was an exciting process and the visual elements represented and accurately conveyed who SPEAR was and what they did. The caduceus at the center of the logo represents SPEAR's ultimate goal, to improve the quality of health care delivered to all MHS beneficiaries. The red around the word "SPEAR" represents what is at stake, the lives of their patients.
The navigational elements reflect the SPEAR mission and the purpose of the three main product lines. The overall feel is strong and modern, incorporating the technical without losing the human at the core–an appropriate tone that represents not only the services SPEAR offers but also their vision for health care present and future.
Services Provided:
- Logo & branding
- Web site
- Programming
- Brochure design
- Information architecture
- Copywriting & editing
