![]() ![]() In 2019 Livewell Southwest was inspected by the Care Quality Commission (CQC) and received a rating of ‘good’ overall. You will find our teams in community hospitals, GP practices, sports centres, health and wellbeing hubs, at community events and even at football matches. This helps us to deliver the right care for people, in the right place and at the right time. We are at the forefront of integrating health and social care, which means that we care for people in new ways that are more efficient, with health and social care professionals who would have previously worked in individual teams now working together. All of which are meaningfully grounded in what makes Southwest special: putting people first.Livewell Southwest is an independent, award winning social enterprise providing integrated health and social care services for people across Plymouth, South Hams and West Devon, as well as some specialist services for people living in parts of Devon and Cornwall. Lippincott has continued to work with Southwest through the years to show that a little heart goes a long way, from creating a comprehensive UX design system to crafting a campaign for the brand’s 50 th anniversary. And, not only did the airline have a 95 percent appeal to Southwest flyers, it saw a seven percent increase in consideration among business travelers, a target demographic, as well as an increase in brand commitment among the general market. Immediately following its evolution, it was blues skies for Southwest: the brand was named airline of the year and top investment pick of 2014. From planes to snack packaging, the refresh is modern but true to Southwest’s DNA: confident, authentic and full of personality. So, in 2014, Southwest claimed the humble but bold heart as its symbol, crystallizing a business philosophy 47 years in the making and showing the world that what started Southwest is exactly what will lead it into the future - treating people more like people.Ĭomplementing the new Southwest logo is a redesign of the brand’s livery, airports and website. We chose to use the heart to make a bigger statement and, in doing so, helped it become a truly iconic symbol. While always a part of the brand’s identity, the heart had become overused, with hundreds of variations. ![]() In this examination, we identified the most potent symbolic asset: the heart. This led to the insight to focus on what makes the Southwest Airlines brand great - its emphasis on people first. Southwest had long stood for freedom, but our research pointed to something deeper: It has always treated every passenger equally. The goal Lippincott was tasked with achieving? Rebrand Southwest by distilling 40+ years of success into a modern, impactful look, uniting a fragmented visual system and helping the airline connect with two highly desirable segments: millennials and business travelers.Īchieving a successful design solution required aligning the company’s vision with its tremendous history. Southwest saw an opportunity to develop a new brand identity for a new era - one that would set the business up for continued success. Rivals have attacked price by unbundling services, then charging for extras, and they have raised the ante with new services and technologies. Even with a very human reputation and 40+ consecutive years of profitability, Southwest Airlines isn’t immune to competitive and market pressures. ![]()
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