Valley Radiologists had been my client for about a decade. They'd grown to almost 40 rads, split between four hospital systems and eight service sites. Once concentrated in the South Sound, Valley was expanding to places further north and could no longer be named "Valley," as it was geographically too limiting. They had tremendous equity in their logo, which we had designed for them 10 years earlier and they did not want to do away with the logo form. They did want to rename their practice to be positioned for the future, keeping a "V" as
part of the word that formed the new name. Pinpoint was hired from among several much larger branding firms to help the company go through both the strategic, visual, verbal and messaging elements and to launch it to Valley's internal audience, external constituents, referring physicians and patients.