After a deep dive into Discovery, our team developed a strong Brand Foundation that clearly articulates all of the brand story components (Brand Positioning, Core Values, their Why/Purpose, Brand Promise) as well as a complete visual branding make-over.
Our brand renovation included renaming the practice for two reasons. First, no one likes to say the word gynecology, and second, as a way to weave in their positioning into the name. We deliberately put WOMEN in the center of their company name and then played off of that with the brand launch message that “Women are in the center of all we do”.
The beautifully designed logo reflected an essence of a woman in an artistic fashion, and we chose the color palette based on the feelings that each color invokes.
Through the brand messaging, our goal was to display their extensive expertise and kindness in a way that would make them the first choice for referring doctors and patients seeking treatment for gynecologic cancer.
After the practice’s brand launch, which included a newly designed website and multiple print ad campaigns, our focus was to elevate the physician’s personal brand. With repeated advertisements, articles, and editorials focused on sharing Dr. Finkelstein’s expertise as a master surgeon and champion for women dealing with complex gynecologic health issues, we achieved the awareness ROI we wanted for the practice and the physician.
Our next focus was building a stronger community and honoring the courage of the women patients. We created and produced an annual event — Warriors for Warriors. This community event unites airmen from the 58th Special Operations Wing and patients of Southwest Women’s Oncology, Warriors for Warriors is a celebration of courage.
