EVOLVING A B2B BRAND TO CONNECT WITH CONSUMERS
Willoughby helped the Healthcare IT company, Cerner evolve its brand to appeal to a broader consumer audience. For over 30 years, the company had marketed predominately to hospitals but was changing its business to interface more directly with consumers. It wanted a brand that reflected its new strategy. Willoughby explored several directions to help Cerner compete with newer competitors that included Google, Microsoft and GE. The final outcome was a fresher color palette to make the company friendlier, and a proprietary logotype designed to emulate the symbolism inherent in the original Cerner “cannonball.” This symbolizes the technology industry working with healthcare to provide better solutions for consumers.