Formed in 1995, Midatlantic Cardiovascular Associates has become the largest integrated cardiovascular group in the Baltimore Metropolitan area, with 60 physicians with 11 offices. In order to remain a leader in its field and continue to increase its presence in the community, the group needed to establish a more cohesive brand identity to put a strong face on the organization.

The Channel team developed a phased approach for the rebranding which involved market research, developing a positioning platform, and creating a new visual identity. Through extensive research, including interviews with doctors, patients, and staff as well as a comprehensive communications audit, we developed a needs assessment for the brand, which served as the basis for a positioning statement for the organization. From this key positioning, we created a new logo, a compelling tagline and a complete set of materials, including stationery, business cards, and collateral materials.