Conquering Boundaries: a Rebranding Project with Multiple Locations

Discover how to successfully manage a rebranding project with multiple locations, ensuring cohesive imagery for employee headshots

Evaluating the Scope of the Rebranding Campaign

When embarking on a rebranding project with multiple locations, it is crucial to first evaluate the scope of the campaign.  In the case of Frontier Dermatology, the largest physician-owned and physician-led dermatology practice in the Pacific Northwest; the scope was large.  With over 35 offices across Washington and Oregon offering medical and cosmetic dermatology services, there are 120 providers, including board certified dermatologists, advanced practice clinicians, and cosmetic professionals.

A lead in the rebranding effort for Frontier Dermatology was Amanda Lobanovskiy.  Following an initial evaluation, she was able to allocate resources and plan accordingly. This included determining the timeline, budget, and logistical considerations for capturing headshots at each location.

Through delegating specific tasks to her key resources (Web Team and Regional Admins), she was able to maintain a holistic view of the project. Understanding the scope of the rebranding campaign is the first step toward successful implementation.

Developing a Rebranding Strategy For Imaging

Once the scope of a rebranding campaign has been evaluated, the next step is to develop a strategy for imaging. In the case of Frontier Dermatology, the goal was to create a modern aesthetic to complement their new website. This required careful consideration of lighting, composition, wardrobe and overall visual style.

To develop an effective strategy, it is important to collaborate with the marketing team and other stakeholders involved in the rebranding project. This ensures that the imagery aligns with the overall brand message and values. By developing a comprehensive rebranding strategy, a cohesive visual identity across multiple locations can be created.

Finding a Photography Partner

With a rebranding project spanning multiple locations, finding a photography partner becomes crucial. In the case of Frontier Dermatology, it was important to work with a headshot photographer who could efficiently capture over 120 headshots at various locations in Washington and Oregon.

When searching for a photography partner, consider their experience, expertise, and ability to handle large-scale projects should be considered. It is also important to ensure that they understand the desired aesthetic and can deliver high-quality results. By finding the most suitable photography partner, the process can be streamlined and they can be considered a company resource.

I was honored to be chosen as the photography partner for Frontier Dermatology on this project.  Nadia Chapman Photography has completed a number of successful employee headshot projects, though this project presented some unique challenges.

Headshot Consistency Across Multiple Locations

One of the key challenges in a rebranding project with multiple locations is ensuring consistency in employee headshots. Each location may have different lighting conditions, backgrounds, and equipment, making it challenging to achieve a cohesive look.

With over 35 locations, and 120 providers we had to devise a strategy to capture the headshots within the project timeline.  Nadia Chapman Photography offers a 'Studio Comes To You' service which fills this need.  

With the assistance of the regional Admins Rebecca Cantrell, April Johnson and Priya Johnson, we created 'Headshot Days' at 16 of Frontier Dermatology’s office locations.  Nadia Chapman Photography provided a custom Headshot Booking Page (Branded with Frontier Dermatology’s logo and brand colors), for each provider to choose their preferred location to capture the headshot.  With text and email reminders, each provider was able to keep their time slot amidst their busy schedules.

The 'Studio Comes To You' setup includes backdrop, lighting and camera equipment, the same set up as in my Downtown Vancouver WA studio, eliminating any challenges associated with different office locations and ambient light scenarios.  To achieve the wardrobe consistency that Frontier Dermatology needed Nadia Chapman Photography created a custom Headshot Guide for the providers.  This was automatically sent to them upon booking their session.  It outlined wardrobe direction as well as hair and makeup guidance.

Measuring the Success of the Rebranding Project

The key to a successful project is regular communication.  With weekly reports provided by Nadia Chapman Photography on which providers have booked/not booked/completed their headshot session, the internal Frontier Dermatology admins were able to ensure that all provider headshots were completed as per the set schedule.

Each individual provider was able to request specific retouching to their chosen headshot, ensuring they were confident with how they were represented on the new website.

With the headshot project complete, and the newly branded website live, Frontier Dermatology clearly demonstrate themselves as a leader in the medical and cosmetic dermatology space.  Co-founder and Chief Medical Officer, Dieter Schmidt, describes the Frontier Dermatology Mission; "to raise the standards of dermatological care by continuously driving clinical excellence to improve patient outcomes".  It's clear that the rebranded website and headshot project has raised the standard Frontier Dermatology hold themselves to, demonstrating their commitment to excellence.

Check out Frontier Dermatology's new website and provider directory, and let me know what you think in the comments👇!

Would your team or company benefit from cohesive headshots?  Learn more about staff employee headshots from Nadia Chapman Photography here: