Selling your products or services becomes a heck of a lot easier when your brand identity clearly defines who you are and what you care about and speaks directly to the people that you want to connect with.
The Institute for Sports Medicine, a cutting-edge facility born from the prestigious Hospital for Special Surgery (HSS), needed a distinct brand identity that reflected its elite status while maintaining a connection to its parent institution. Tasked with creating this new brand, Commence Studio embarked on a journey to position the Institute as a leader in the sports medicine field, blending innovation with traditional excellence.
New York City, NY
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.
Competitive Analysis
We began by analyzing the competitive landscape. We assessed where the Institute for Sports Medicine would fit in relation to other elite healthcare providers. Our analysis revealed that the Institute should be positioned between ‘Innovation’ and ‘Traditional,’ leveraging its connection with the Hospital for Special Surgery while also highlighting its new, specialized focus.
Brand Persona and Archetype Strategy
Next, we developed a brand persona that encapsulated the Institute’s dual focus on premium care and innovation. We positioned the brand as both ‘Premium’ and ‘Luxury,’ promising not just world-class treatment, but also exceptional patient experiences.
Brand Design and Identity
With the brand strategy in place, we designed a visual identity that communicated both prestige and warmth. The logo and color palette were carefully selected to evoke trust and sophistication. We ensured that all brand materials—from digital assets to physical brochures—reflected this high-end positioning.
Implementation
Finally, we rolled out the new brand across all touch points. This included designing a website that echoed the Institute’s premium identity, with intuitive navigation and clear, compelling messaging. The website was optimized for SEO to ensure it ranked highly for relevant search terms, attracting both patients and industry professionals.
The Institute for Sports Medicine now stands out as a premier destination for sports medicine. The new brand effectively communicates its commitment to innovation, tradition, and luxury. The Institute is well-positioned to attract high-end clients and maintain its reputation as a leader in the field, offering not just medical excellence but also an unparalleled patient experience.
Selling your products or services becomes a heck of a lot easier when your brand identity clearly defines who you are and what you care about and speaks directly to the people that you want to connect with.
