Branding the Institute for Sports Medicine
Institute for Sports Medicine: Competitive Healthcare Market The Institute for Sports Medicine needed a brand that would stand out in a crowded healthcare market. We rebuilt the brand and the customer-facing system to match where the company was actually going.
Live since 2017
Distinguishing the Institute in a Competitive Landscape
Institute for Sports Medicine operates in beauty, health & wellness — a category that demands its own kind of attention from the brand and the buyer journey both. The work that got the company this far had earned its market share. The brand and digital surface area weren’t carrying the weight at the same level the rest of the operation was.
Competitive Healthcare Market
The Institute for Sports Medicine needed a brand that would stand out in a crowded healthcare market. It had to reflect both the cutting-edge innovation of a specialized sports medicine facility and the time-honored tradition of its parent institution, the Hospital for Special Surgery.
The main challenge was to position the Institute as a premium and luxurious option for patients seeking world-class sports medicine treatment. This required a brand that not only conveyed medical excellence but also emphasized exceptional hospitality and bedside manners, crucial elements for attracting high-end clientele.
The brief was a system rebuild — the kind of work captured in our master frame: Premium Brand Strategy for a Leading Sports Medicine Facility. Brand strategy, identity refresh, customer-facing experience design, and the post-launch measurement framework that lets the in-house team extend the work without us in the room.
The brand and the operation now run at the same level. The system extends without us in the room — exactly the kind of partnership we were looking for.
Engagement summary · Institute for Sports Medicine × Commence Studio
Numbers that matter for the engagement.
Brand and storefront, in production.
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