By the Bay Health

Through our Challenger Brand Marketing® Discovery process, we uncovered a key insight: the community deeply valued the organization’s compassion and “By the Bay” identity, but the word “hospice” needed to evolve. We zeroed in on the organization’s true north: “A compassionate commitment to home-based healthcare that goes beyond hospice.” That powerful insight became the foundation for a bold new brand. We built the core messaging, crafted the tagline “Beyond hospice” and recommended a name that captured both equity and emotion: By the Bay Health — leveraging the trust and warmth of the “By the Bay” identity.

From there, we developed messaging that redefined its role in the community, but we didn’t stop at words. Our next step was to execute a comprehensive go-to-market transformation, including a new logo, website, brochures, business collateral and fully integrated traditional and digital marketing campaigns.

Beyond creating a timeless brand built for growth, impact amplification and the resolve to boldly go beyond hospice, we established that success would come when prospective constituents recognized the brand as the community’s best resource for quality home-based healthcare. Additionally, this new messaging/positioning would ensure the community recognize the new brand identity as the former Hospice by the Bay and implicitly understand the evolution. This strategy turned the new name into a powerful promise of integrity, experience and compassion, as well as ensuring our ongoing relationship would go way beyond hospice, too.