Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Logo Design
  • Domain Name Acquisition

Challenge: Rebrand a chain of medical foot and ankle clinics from a geographically based name to a unique and compelling one-word brand.

Solution: Make a move in the right direction by advancing their identity


Introducing Advanas - Foot & Ankle Specialists


Coming up with a great medical name can lead to hand, foot and mouth disease (e.g. stumbling with pronunciation, a rash of bad ideas, and overall mental exhaustion.) Our medical client was looking for a cure to this branding malady. Their previous name was Sturgis Foot & Ankle Clinic - a limiting name that said little about their abilities. Since the client's focus was on feet, we created a name that communicated the ability to move forward, take a step in the right direction and utilize advanced medical technologies. Unlike a metaphor, this naming assignment employed a coined or invented naming strategy. These names offer a clean slate from which to build the brand message. We took the added “step” of embedding the name with the prefix of “Adv” from advanced, advancing, and advancement, giving him a leg up on the competition. Having multiple locations allowed him to expand without the problems associated with geographic brand names. The result? A brand that stands tall and shines clear.