In addition to developing thoughtful and creative deliverables, VisionPoint’s strategic thinking and collaborative approach consistently brings significant value to our executive team.

Dr. William Greenlee, CEO
The Hamner Institutes for Health Sciences

The Challenge

CIIT, a world-renowned research institute located in the Research Triangle Park, approached  VisionPoint Marketing with the challenge of putting shape to their vision of a sixty-five acre  collaborative campus that brings together local universities, federal agencies, and pharmaceutical companies to develop new and safe medicines. Having not been through anything like this before, they were unsure of how to proceed and what to do so they were looking for a trusted partner to help guide them.

What we did

CIIT engaged VisionPoint Marketing to lead all branding and marketing efforts after interviewing a number of firms for the right balance of experience, personality, and the ability to think strategically and to help guide them in the right direction. In this spirit of collaboration, VisionPoint then engaged the client’s President & CEO, Dr. William Greenlee, along with key members of his executive team, to develop a comprehensive branding strategy.

After conducting extensive research including competitor analyses, stakeholder interviews, and group brainstorming sessions, it was decided that the only way to be true to Dr. Greenlee’s vision was to completely reinvent the organization. Therefore, it was decided that CIIT become ‘The Hamner Institutes for Health Sciences’ (named after Charles E. Hamner, D.V.M., PhD; known for his pivotal role in advancing North Carolina and the Research Triangle Park to preeminence within the  biosciences industry).

With Dr. Hamner on board, VisionPoint set to work by developing a comprehensive marketing plan that would culminate with a prestigious gala event marking the official launch of the new organization.  The branding process was the first major undertaking. VisionPoint’s Strategy and Design teams worked closely with key client stakeholders and defined the organization’s core attributes, the positioning statement, tag line (Where Great Minds & Medicine Meet), logo, stationery, and interior and exterior campus signage.

With a solid brand foundation in place, it was time to spread the word about ‘The Hamner’. VisionPoint developed the core communication devices including a new web site and a printed capabilities and development book. Numerous additional support pieces were also developed and distributed  including press kits, print ads, invitations to the gala event and other announcement pieces.

Prior to the gala, VisionPoint neatly tied up all loose ends by finalizing the brand guidelines for  the institutes, coordinating all print and signage, and even designing wine labels for gala guests. VisionPoint continues to work with The Hamner in an ongoing Consultant and Design roll to grow and develop the brand and to support other communication initiatives.

Results

Dr. William Greenlee, CEO of The Hamner Institute for Health Sciences, spoke to the relationship with VisionPoint Marketing, “The path to realizing a vision and transforming an organization is a long process which must begin with a solid foundation. VisionPoint Marketing’s team has been core to our success in building that foundation. The re-branding process with VisionPoint not only helped us work through our changing identity but served as a consistent platform of The Hamner brand across our employees, alumni, donors, academia, federal agencies, media, and the public. In addition to developing thoughtful and creative deliverables, VisionPoint’s strategic thinking and collaborative approach consistently brings significant value to our executive team.”