Less Institute faced difficulty with building messaging that would resonate with a dual audience.
The business serves as an educational partnership with Fellows and Attendings to inform and share new techniques and technology utilized in their model for outpatient surgical procedures. The patient-facing, clinical side of the business focused on bringing maximum relief to patients by implementing minimally invasive techniques.
Struggling to develop a connection with patients, while garnering interest among surgeons seeking to improve their practice had created unique challenges for their brand. An update to their visual and content strategy was needed to create flexibility in their messaging.
The creative team and I identified and leveraged shared values to find an anchor for their branding. We landed on the idea that saving time was important to both surgeons and patients alike.
Patients wanted time back – a shorter recovery meant a faster return to their active lifestyle that these surgeries would afford. Surgeons are continuously looking toward greater efficiency and minimally invasive techniques that result in better outcomes for their patients.
I took a look at a fresh take on their logo as well as the materials they used for both audiences. I created the brand mark with an energetic and comfortable green to disarm patients, with the target giving the sense of accuracy, expertise and efficiency for surgeons and patients alike. I built the clinic’s visuals with an active lifestyle photography, using “Less time in surgery (or recovery) is more time in action.” for the messaging that would resonate with both audiences.
Tradeshow, workshops and seminars for surgeon facing materials took an approach that was focused on the tools and the locations where events were being held.
Company: SpineFrontier
Identity Design | Branding | Collateral | Print
Improved brand reception of LESS Institute within 6 months by executing a rebrand, targeting surgeon and patient demographics. Strategic focus on shared values resulted in a welcoming, safe and authentic atmosphere for patients, and streamlined visual communication to promote the LESS spine surgical technology and products for investor facing material.
Decreased messaging issues by optimizing brand guidelines, developing a catalogue of appropriate imagery for the technology and the clinic sides of the business to reinforce consistent messaging through proper channels.
