SPORTSMED•SA is a South Australian owned and operated, world-renowned private orthopaedic hospital, surgery and outpatient clinic treating 130,000 patients each year.
Over the past few years and going strong, Traffic Creative has built a close and collaborative working relationship with SPORTSMED•SA, embarking on a wide-ranging brand re-positioning campaign for the organisation.
The initial brief was to bring personality to the SPORTSMED•SA brand, and increase awareness and appeal amongst elite athletes and the general active public, to make SPORTSMED•SA the ‘top-of-mind’ orthopaedic hospital of choice.
The two tag-lines were originally in use by SPORTSMED•SA:
• Leading the way in sports medicine
• Treating active people of all ages
While these tag-lines are informative, we saw an opportunity to move beyond, and express more of the personality of SPORTSMED•SA – so, as part of the brand revitalisation we developed a new tagline which succinctly expresses the core of what SPORTSMED•SA is all about. It’s approachable and positive, and tailored more towards today’s target audience: “SPORTSMED•SA – getting you back on track”
The SPORTSMED•SA personality comes to the forefront with the use of large typographical statements and edgy treated images. The beauty of this new brand direction is that it builds upon existing brand equity, and utilises existing brand elements presented in a fresh, unexpected new format.
Market research has shown significant increases in brand awareness since the rebrand has taken place, evidenced by an increase in patient numbers, and excellent growth within the business.