A Brand Finds Its Heartbeat
The Journey To Rebrand The LiveWell Clinic and Bring New Options To Its Many Clients
One of the clients I’ve had the sincere pleasure of working with at CultureCraft is The LiveWell Clinic. Over a year ago, the founder and functional medicine physician Dr. Zac Watkins approached our Principal, Nick Richstmeier, about re-envisioning his wellness practice from the ground up.
We began, as we do with most of our client interactions, with a series of strategic conversations dealing with elements like:
How his practice was run
What client touchpoints looked like
How his products communicated their worth
The need to modernize the clinic’s digital footprint with an e-store.
The feedback from those conversations developed into a triage of business opportunities. These opportunities took the form of:
Auditing the clinic
Setting up business best practices
New team management
Defining the user experience from prospect to thriving referral-focused client
The exploration of these options eventually led us and Dr. Zac to the difficult but needed adoption of rebranding LiveWell into a COVID-friendly, digitally focused brick & mortar clinic. No small feat, since many of the avenues CultureCraft had to engage the brand in meant digging into the bones of the business, and reimagining what success looked like to the practice, all while keeping the bottom-line in clear focus.
Starting Fresh
As it relates to the brand, one of the best parts of our job is reckoning with what it means to be in any one business. In the case of the LiveWell clinic the opportunity became clearer as we trended towards a digitally focused brand.
The hard pivot of renaming the business from LiveWell Clinic to Platform Health is a testament to the research we conducted, and the trust Dr. Zac had in CultureCraft’s ability to see into the future and recognize the best versions of them.
To this new name, we added a new logomark centered around Dr.Zac’s approach to root cause diagnostics, phased health coaching, proactive analysis, and care with a range of health supplements. All these concepts center on Dr. Zac’s belief that wellness solutions begin not only with the person themselves, but deeper even - in their very DNA.
With that as a starting block, we were able to set the stage for an entirely new ecosystem for Platform Health to live in.
A shoe from a brand that designed a product for that exact experience. A brand that embraces a youthful mentality, with a social media that is set on sunny days, with great friends.
This experience isn’t isolated to just apparel or sports, however. No matter if it’s the dead of winter and all you want to do is go outside without having to bundle 5 layers of jackets, socks, coats, and long johns - the daydream of wanting to escape the frostbitten hellscape you find yourself in can creep up to even the most snow-gazed veteran.
You’re looking for an escape.
You start to reminisce about being at the park with your friends, the summer sun beating down on you, and what’s this? An ice-cold Corona is in the cooler, waiting to be cracked open.
With that as a starting block, we were able to set the stage for an entirely new ecosystem for Platform Health to live in.
What was particularly dramatic in this brand transformation was the willingness by both the staff and clients to embrace this underlying methodology and still connect with a refresh of those ideas in a format that at first probably felt a bit alien.
However, as a result of the brands increased visibility across their various marketing channels, Platform Health has developed into a modernized voice in the Health and Wellness space. They have also been able to tactically increase revenue goals, streamline new client onboarding, and they remain one of the few business that flourished despite world-wide events like COVID-19.
A Long Look To The Future
Platform Health has set benchmarks in multiple areas, as we at CultureCraft have continued to help shape the message of their business and grow their clientele. We’re proud of the following numbers:
This is what a brand-led, identity driven, business eco-system can accomplish. We’re incredibly excited to see this brand out in the wild. Below are some more examples of our work, including social channels.
Here’s to Platform Health!
To learn more about how CultureCraft can help with your rebrand, contact us here.