Strategic Rebrand to Reflect New Vision for the Future


A growing MSO was expanding its specialty from surgery centers to become more of a physician services organization. At the same time, it lacked an intentional brand that communicated its value to prospective partners and employees. This undermined leaders’ ability to leverage their website as a marketing tool, recruit quality talent and ultimately succeed in shifting their business model. 


Working with leaders to align on their objectives, we developed a new vision for the organization’s brand and the story they wanted to tell. This guided us as we crafted a new color palette, language platform and logo. We also created a new name for the organization. 

To cultivate internal excitement around the rebrand, developed a series of activities, including launching a social media campaign, sending swag to employees nationwide and facilitating a go-live party where employees celebrated the relaunch at their offices. 

Using our insights from the brand re-envisioning, we crafted a full suite of rebranded materials, including all business development collateral, organization handbooks, payer relations documents, business cards and more. 

Our digital team architected a full website rebuild, using the updated branding to guide its look and feel. We interviewed leaders to ensure their goals for the site led all decisions about functionality and design.  


The strategic rebranding initiative undertaken by the MSO marked a transformative phase in its evolution from a surgery center-focused entity to a comprehensive physician services organization. Through the new identity, materials and website, they have been able to enjoy enhanced employee engagement, a modernized digital presence and are poised for strategic growth.

These results demonstrate the critical impact of a well-executed rebranding strategy on an organization’s internal cohesion, market positioning and growth potential, especially during periods of significant business model transitions.


higher engagement rate


increase in organic search traffic


reduction in bounce rate 

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