Encircle Acupuncture
Challenge
Alexa Hulsey wanted to expand her business and open a second acupuncture clinic. However, her location-focused company name would no longer represent the communities she served. She needed a new name, logo and marketing materials that would allow for the growth of her company without alienating her strong and devoted patient base.
Solution
Through our patient research, we uncovered the key threads of what made Alexa’s clinic unique and better than competitors in Nashville. We landed on the name Encircle Acupuncture to represent the feelings of warmth, belonging and inclusion that patients feel when they visit. Because many of their patients are new to acupuncture, we wanted to make the branding inviting and non-threatening. The rays of light and heart are subtle nods to their original logo, while also offering an abstract, but approachable, version of acupuncture needles. The imagery and colors convey warmth, love and energy. To launch the new brand, we built and implemented an entire communication plan including emails, social media posts, blog articles, news releases and other marketing materials to ensure a smooth transition to the new brand.
Results
The end result has been overwhelmingly positive. Her patient base has enthusiastically embraced the new name and the new brand represents the company in a much stronger way.
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