Founded in 2004 and publicly traded since 2010, NorthWest Healthcare Properties (TSX: NWH.UN) is a global real estate investor and asset manager focused on properties and partnerships at the intersection of healthcare, knowledge and research. A real estate investment trust with more than $10B of assets under management, NorthWest owns and operates a portfolio of more than 230 income-producing properties spanning eight countries. With this growing global presence, NorthWest tasked 50,000feet with making their brand more cohesive and differentiated for tenants, partners and investors.
50,000feet collaborated with BCG BrightHouse to inform NorthWest’s brand positioning strategy, conducting competitive analysis, auditing competitors and determining the brand’s personality and tonality. Centered on the newly defined brand promise of “connecting place and possibility,” 50,000feet developed a comprehensive visual identity system, consisting of a logomark, typographic approach, color palette and shape/pattern treatments.
In tandem with brand development, 50,000feet worked with NorthWest to redesign and develop their corporate website. The refreshed website now offers several content-rich pages with key information for each audience type and helps communicate NorthWest’s strategy on critical industry topics including sustainability. For prospective and current tenants, the site allows the ability to search for NorthWest properties and review their property detail pages. For the investor community, users can access reports and metrics in scannable and digestible page views with tabbing navigation.
Another critical priority for NorthWest is attracting and retaining talent across each of their global locations. The re-envisioned careers section of the website now communicates NorthWest’s commitment to professional development and career opportunities and highlights the company’s key initiatives including ongoing expert speaker education and employee resource groups.
In support of the website and an enhanced communications toolkit, 50,000feet has created a suite of branded applications, including stationery, presentation, brochure and report templates and social media graphics. These materials help align global team members with corporate brand standards and best practices.
To learn more about NorthWest Healthcare Properties, visit the website.