Legend Orthopedics
Head and Shoulders (Knees and Toes) Above the Competition
A Joint Venture
Legend Orthopedics has been Augusta, Georgia’s premier ortho practice for decades. Over time, their caliber of doctors and services led them to tremendous growth and a loyal client base of patients and referring physicians.
But at the time they came to us, their original practice name (Orthopaedic Associates of Augusta) had created a significant challenge when it came to differentiating themselves from competitors and gaining SEO market-share. Potential customers were searching online for them, and finding their competition. Enter Wier / Stewart.
Agency Services
Naming
Visual Identity
Brand Awareness Campaign
Website
The Goal
We wanted to solve client confusion between Orthopaedic Associates of Augusta (now Legend) and other, similarly-named competitors. We also needed to create new momentum, clarify brand communications, convert new clients, and create a stronger bond of loyalty with existing patients and stakeholders.
The Result
We undertook a comprehensive re-naming process, followed by a rebrand, brand awareness campaign, and new website, which working in tandem have solidified Legend’s position as the premier, authoritative ortho practice in the CSRA.
Legend, like a map key, 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.
Naming Strategy
We wanted OAA’s new name and brand to tell an engaging story, to help with memorability and to be a conversation-sparker. Our approach was to identify a unique, available brand name (with an available URL) that evoked a sense of the patient’s “journey to healing”. The solve? Legend Orthopedics.
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
“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
Brand Awareness
In conjunction with Legend’s new brand, we created an awareness campaign to inform the public of their transition to a new name, utilizing exciting, refreshed messaging.
The unifying campaign thought is when you feel your best, you make the best memories. Legend’s campaign creative helps patients envision themselves in their best-life scenarios, and thanks to Legend, live out a better and more hopeful health future.
Legend’s target audience is primarily men and women over age 50 who are generally healthy; their secondary audience is parents with high schoolers in athletics (who are prone to sports injuries). Both audiences are generally upper-middle class with private insurance. Alongside creative, we implemented a media strategy utilizing channels that would engage this audience.
We got Legend’s new look and messaging in front of the right eyes with strategically-selected billboards, print placements, and targeted social media ads.
“In demonstrating how Legend is the premiere Augusta orthopedics practice, we opted to focus on the better outcomes they provide their patients; ultimately, the treatment itself isn’t the goal. The golden thread of Legend’s campaign is how they’re enabling their patients to get from where they are to healthier place, so they can keep making memories that make a good life.”
Rachel Baker / Brand Lead
Website
After finalizing Legend’s new brand, we began work on their revamped site, to make sure it coincided with the campaign’s media flight.
We made sure the info-dense site was easily navigable, and easily searchable. It also needed to clearly showcase their four locations across Georgia.
“Looking at the competition, we noticed that medical websites often feel cold and sterile. For Legend's site we incorporated the positive momentum from the brand campaign to create a site that focuses on patient health while highlighting the medical professionals and services offered.”
Wes Childers / Director, Interactive & Digital Media
