CRYDER MAKES
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NextGen Healthcare

 

NEXTGEN HEALTHCARE: REBRAND & INTEGRATED CAMPAIGN

We approached the food condiment category embracing a mandate to challenge the status quo with a disruptive mindset and a truly differentiated product experience. We also wanted to have as much fun as possible doing it. 

We asked the obvious question: 
“Does Ketchup have to be boring?”

Our answer was simple and compelling:
“Maul your next meal with Bear’s Breath, Ketchup for the Bold”.

 

ROLES & RESPONSIBILITIES: Cryder Makes partnered with NextGen executive leadership to develop, execute and administer a comprehensive strategic identity overhaul, brand relaunch and corresponding integrated advertising campaign utilizing internal strategic and creative resources with supporting partner agencies and consultants.

Our primary strategic efforts focused on getting internal alignment within the C-Suite to better understand NextGen’s core equities, essence and reasons for existence.

We knew that our customers, industry practitioners and patients were suffering from the overwhelming complexity and bureaucratic liabilities of the Electronic Health & Medical Records system. We knew we could do more to help, that we had unique resources and capabilities, and that everyone involved deserved to BELIEVE IN BETTER.

CORE FUNCTIONS & RESPONSIBILITIES

  • MARKET RESEARCH & ANALYSIS

  • BRAND STRATEGY

  • CREATIVE DIRECTION

  • IDENTITY DESIGN & DEVELOPMENT

  • INTEGRATED ADVERTISING

  • PROCESS DESIGN & DEVELOPMENT

  • CAMPAIGN TRAINING MATERIALS & DOCUMENTATION

  • CREATIVE TEAM MENTORSHIP

  • RECRUITING AND TEAM BUILDING

  • EXECUTIVE BRIEFINGS

  • STRATEGIC WORKSHOPS

  • PARTNER AGENCY AND VENDOR PROCUREMENT

KEY PARTNER AGENCIES & VENDORS

  • BRAND STRATEGY: THINK+SAY
    +FEEL, SEATTLE

  • BRAND IDENTITY & INTEGRATED ADVERTISING: CRYDER MAKES, BELLINGHAM

  • VFX & MOTION: STUDIO FEATHER, TORONTO

  • FILM PRODUCTION: LYON, SAN DIEGO

TEAM CREDITS

  • RUSTY FRANTZ, CEO

  • TAMRA RUSHING, SVP Marketing & Communications

  • LIZ OLSON, Director of Brand & Creative

  • JAY PICARD, Brand Strategist

  • NICHOLAS CRYDER, Brand Strategist & Creative Director

  • SUMMER NILSON, Senior Art Director

  • MICHAEL SHAW, Copywriter

  • CAROLINA CAREZIS, Creative Services Manager, Art Director