Health Strategies Group (HSG) serves large bio-pharmaceutical companies and third party payers through its sophisticated syndicated research and market access analyses. The firm completed extensive internal brand positioning work, as part of a more aggressive move into proprietary research and consulting. They turned to The Miller Group to guide the differentiation of the brand, and to cause clients and prospects to look at Health Strategies Group in a different way. The solution? The agency developed a creative strategy designed to overcome assumptions about HSG – suggesting “the picture often changes the more closely you look at it”. The agency used the design talent of international graphic artist Noma Bar in HSG web design and trade print, using illustrations that communicate a different picture when studied.
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