Legend Orthopedics
A Joint Venture
Orthopaedic Associates of Augusta has been the area’s premier orthopedic practice for decades. Up to this point, their caliber of doctors and services has led to tremendous growth and a loyal client base of patients and referring physicians. However, in the digital age, their practice name has created a significant challenge when it comes to differentiating from the competition and gaining SEO market-share for the services they provide their patients. Enter Wier / Stewart.
We wanted to ensure that the momentum created from a rebrand was both strategically and creatively appropriate. We wanted to tell a story, create new-found brand awareness from emerging markets and help strike up conversations with existing clientele. Our approach was to identify a unique and available brand name (the URL game in the orthopedic space is a crowded house) that evoked a sense of the patient’s “journey to healing”.
Naming Strategy
Like the key to reading a map, a legend is your guide on a journey. Legend Orthopedics is here to be your wellness guide, shepherding you safely through your path to restored health. Legend points the way forward, guiding each patient through uncertain and difficult terrain, bringing them safely through to a fuller, more active life. Understated, clear, and polished, the Legend identity is perfect to engage a broad and diverse audience base with its unique point of view.
Icon Symbolism
The abstract compass icon references the journey of health
The positive, upward-pointing directional composition, indicates a pathway to healing
Its abstracted “L” and “O” letterform feature stands for the practice name
Simplified, the “ball and socket” shape is a nod towards the profession
Color Theory
Steely blue and charcoal dominate this palette, and are punctuated by an energetic but earthy gold. The contrast of the familiar with the unexpected gives the brand an exciting twist that can be subtle or outgoing.
Typography
The Questa Slab family lends the brand a friendly approachability. Its voice is clear, bookish, and solid; a tone that creates trust with our audience. Address Sans is great for headlines and areas that need a little extra impact.
Isn’t That Sporty?
It’s true, Sports Medicine is a huge component of the Orthopedic Surgery category. The Docs at Legend Orthopedics routinely work with area high schools to provide top-notch care to student-athletes. It was important for the newly created brand to play well in the sports arena.
"Before working with Wier / Stewart, the community knew our physicians. However, our practice itself had little to no name recognition. Their team collaborated with ours to create a powerful brand that sticks and we could not be more excited."
Dr. Randy Meredith / Orthopedic Surgeon
