PinnacleCare needed to reach ultra-high net worth individuals and convince them of the need for its one-of-a-kind health advisory services. The target audience believed they already had the best medical attention, underlining the need for a uniquely engaging appeal.

Insight
Our new positioning tapped into the target’s sense of family duty that often comes with the guilt of “not being present enough” – an unmet emotional need that PinnacleCare could fill, helping him or her to be the quintessential guardian of the health of their loved ones.

Approach
The new brand is built around strength, security and guardianship. The logo is a “castle keep,” the most secure edifice in any kingdom. Graphic design cues luxury and stability. Imagery conveys protection, trust and family bonds.

Results
The new PinnacleCare brand is launching with a fully integrated program – advertising, sales collateral, website, member materials and a host of other marketing communications – targeted to connect with PinnacleCare’s ultra-affluent audience.