REFINING A BRAND THAT'S BEEN TRUSTED FOR MORE THAN A CENTURY
MESSAGING • WEBSITE DESIGN • GRAPHIC DESIGN
Founded in 1893, Frost-Arnett is a debt collection agency that focuses in the healthcare vertical. Headquartered in Nashville, TN, their team works directly with patients to resolve past-due account balances, and also operates as an independent entity to collect on defaulted payments. With a goal to grow their client base, Frost-Arnett realized a need to redesign their website and clarify their messaging. But because their website serves as both a sales lead for new healthcare clients and a payment portal for patients, the company had struggled to strategically direct their messaging. Thus, they hired Smudgepot to help clarify their language and streamline their design to meet their goals.
Smudgepot worked with the Frost-Arnett team to gain a deep understanding of the business goals, operations and culture, and then created clear and concise messaging guidelines to bring these preexisting notions into sharp focus. First, we developed taglines to help the brand efficiently communicate their purpose, crafted business profiles to establish consistency in their language across all channels, and identified two audiences to which the brand could direct their language. Second, we refreshed the brand's visual identity. By incorporating fresh, new colors into the visual palette, designing engaging graphics to assist in storytelling, and utilizing Story Brand strategy to guide website visitors through the site journey, Frost-Arnett was able to clearly demonstrate the value they've been cultivating for more than 100 years.
I want to tell you how impressed we have been with your work. You’ve not only been easy to work with, you’ve brought new ideas, insights, and perspective to our team. Thank you for the creativity and vision - it has really helped us have a better picture of who we are. It’s hard for a company that’s been around as long as us to ‘re-invent' or 're-brand’ itself, but you have helped us so much!!
Greg Thomas, SVP of Sales
BRAND TAGLINES • BUSINESS OVERVIEW • BUSINESS PROFILE • MISSION • CORE VALUES • TONE • AUDIENCE
With clear language that's understandable for those who work inside and outside of the accounts receivable and healthcare industries, Frost-Arnett now has the power to connect with every single person that interacts with their brand. Whether that interaction takes place because of a tagline attached to a logo on a t-shirt; whether it transpires through the deep exploration of the company's website; or whether someone gets to know Frost-Arnett through a sales pitch led by a member of their sales team, the message will be consistent every single time, and most importantly the company's mission will always be crystal clear.
Website Design + Copy
Aiming to reflect the healthcare industry in which this debt collection agency is focused, the new Frost-Arnett website is intended to be clean, fresh, and easy to navigate for all parties who land here.
A brand that markets to two distinct audiences (patients vs. clients) the website does too, with color-coded language right out the gate. Patient communication is called out with bright teal buttons, aiming to whisk them away to the payment portal with ease and efficiency, whereas client communication, denoted in various shades of blue, continues all the way down the home page, aided by simply designed graphics to aid in their explanation.
With a color palette that reflects their target industry and typefaces that feel both dignified yet contemporary, we were able to nimbly walk the line of maintaining Frost-Arnett's long-established prestige, while updating their brand with a modern edge.