BRIGADE’s recent rebrand for ConvenientMD redefines and humanizes healthcare
BRIGADE’s recent rebranding of ConvenientMD, New England’s largest urgent care provider, illustrates the transformative power of an approachable identity in the healthcare sector. This initiative has not only revitalized the brand but also yielded remarkable results: a 214% increase in website traffic year-over-year, a 60% conversion rate of urgent care patients to primary care services, and a six-point boost in Net Promoter Score (NPS).
ConvenientMD approached BRIGADE with a vision for a holistic rebrand that would support its expansion from urgent care to including primary care services. The goal was to reshape the healthcare experience by lowering the patient-to-provider ratio and fostering greater employee engagement.
Previously, ConvenientMD’s branding mirrored that of many urgent care providers, utilizing a transactional tone with a color palette dominated by blue and red—colors typically associated with emergency rooms. Their former logo, a check mark, symbolized the act of “checking off boxes” in healthcare, reinforcing a clinical and impersonal image.
BRIGADE reimagined the check mark not just as a symbol of convenience but as one of kindness—transforming it into a personified, friendly figure (that literally waves). This refreshing logo approach, combined with a new, softer color palette, cultivates a more inviting atmosphere, both in-clinic and online.
ConvenientMD’s new brand identity extends across multiple platforms, including a revamped website, in-clinic materials, uniforms, advertising, and recruitment tools. This comprehensive implementation has energized current staff and attracted potential talent, with traffic to the careers page increasing by 35%. An internal apparel page has even generated $15,000 in merchandise revenue, reflecting heightened morale among employees.
The rebranding effort has not gone unnoticed; ConvenientMD secured two prestigious Transform Awards for ‘Best Visual Identity’ and ‘Best Brand Evolution (Business)’ at the 2024 North American Transform Awards. Competing against industry giants like LEGO, PepsiCo, and Microsoft, the awards underscore the significant impact of this rebrand.
With this renewed identity, ConvenientMD is not only enhancing patient experiences but is also setting a new standard for what healthcare can be—approachable, engaging, and human-centered.
