ASSIGNMENT
This practice-management company had been doing business under an unprotectable name—Prime Health. Our job was to rename the company, design new business papers and create the corporate sales brochure.
STRATEGY
Give it a new name and make it mean something to the physician group practices the company sought as clients.
EXECUTION
Kelson: a boat-building term for something that provides strength and support to the keel. In Kelson, we found a perfect business metaphor that not only appealed to doctors but also offered a wealth of visual references.