Reimagining Patient Experience: How Fisher Agency Led the SpineWell Rebrand

When Nathans Family Chiropractic set out to expand its footprint and evolve into a multi-location healthcare brand, the leadership team knew they needed more than just a new name—they needed a strategic transformation. That’s where Fisher Agency stepped in.

As an established leader in healthcare branding, Fisher Agency guided the organization through a comprehensive rebrand process, culminating in the launch of SpineWell—a sophisticated, patient-centric brand built to grow with its practice and resonate with a modern, wellness-driven audience.

The Vision: Growth with Purpose

Nathans Family Chiropractic had earned a reputation for compassionate care and clinical excellence. But with expansion on the horizon, the team recognized the need for a refreshed identity—one that could scale seamlessly across new locations while appealing to a broader patient demographic.

The goal was clear: elevate the brand to reflect a higher-end patient experience while maintaining the warmth and trust that had built its loyal base.

Discovery-Led Branding

Fisher Agency facilitated a multi-day Discovery Phase with SpineWell’s leadership to deeply understand the practice’s mission, differentiators, patient personas, and growth goals. This collaborative process uncovered powerful insights that shaped every decision moving forward.

Through branding workshops and strategic consultation, we identified key attributes that would define the new brand:

• Elevated professionalism

• Personalized care

• Trustworthy expertise

• A clean, modern aesthetic

• Wellness-focused storytelling

From Concept to Clinic: A Strategic Rebrand Rollout

Armed with clarity and purpose, our creative team developed a complete rebrand solution—from naming to execution. The new brand identity, SpineWell, reflects a commitment to holistic spine health and whole-person wellness. Every touchpoint was designed to inspire confidence and comfort, from the moment a patient discovers the practice online to their in-office experience.

Key deliverables included:

• Brand Name and Tagline Development

• Visual Identity Design: luxury-inspired logo, calming color palette, elegant typography

• Patient Messaging and Voice Guidelines: focused on empowerment, expertise, and well-being

• Website Redesign: optimized for SEO, accessibility, and user experience

• Print & In-Clinic Materials: appointment cards, signage, welcome kits, and more

A Lasting Impression

The result? A brand that not only reflects the high standards of care but positions SpineWell as a premium healthcare provider ready for regional growth. With its polished identity and purpose-driven messaging, SpineWell is now equipped to expand into new markets with a strong, cohesive brand foundation.

Healthcare Branding with Heart

At Fisher Agency, we understand that rebranding a healthcare provider is about more than good design—it’s about trust, transformation, and long-term success. The SpineWell project is a testament to what’s possible when branding is rooted in strategy, collaboration, and a clear vision for the future.

Ready to elevate your practice or health system? Let’s create a brand that patients believe in and remember.

Fisher Agency Develops Bold Education Branding Campaign for FSCJ’s New Bachelor’s Program

As Florida State College at Jacksonville (FSCJ) expands its academic offerings to include an enhanced bachelor’s degree program, Fisher Agency was proud to lead the charge in developing a bold, modern brand campaign to promote this exciting new direction. Tasked with creating a comprehensive suite of education branding assets, our team at Fisher brought strategy, storytelling, and visual design together to help FSCJ reach and engage a new generation of students.

Positioning FSCJ as a First-Choice Destination

FSCJ’s bachelor’s program was designed with career advancement in mind—offering flexible, affordable pathways to in-demand careers. Our goal was to elevate FSCJ’s brand perception from a starting point to a long-term academic partner. Through research, collaboration, and creative strategy, we built a campaign that speaks directly to working adults, transfer students, and first-generation college-goers.

Visual Identity with Impact

We refreshed the brand’s creative look to reflect confidence, accessibility, and momentum—key attributes of today’s upwardly mobile student. Our design system featured:

• A bold, modern color palette rooted in FSCJ’s established brand

• Dynamic student photography highlighting diversity and real-world success

• Modular templates for digital, print, and social platforms to maintain brand consistency across all channels

Every piece of creative was designed to convey the energy and professionalism of the bachelor’s program while remaining approachable and inclusive.

Messaging That Motivates

Fisher Agency crafted campaign messaging that focused on empowerment and practical outcomes. Taglines such as “Advance with Confidence” and “Your Degree. Your Future.” positioned FSCJ as a launchpad for career growth. Messaging pillars included:

• Affordability and flexibility

• Real-world relevance and workforce readiness

• Community connections and support for adult learners

We kept the student experience front and center, helping prospective students see themselves thriving at FSCJ.

Multi-Channel Marketing Strategy

To reach target audiences where they live, work, and scroll, we deployed the campaign across an integrated media mix:

• Digital Advertising: Meta, YouTube, and Google Display

• Out-of-Home: Billboards and bus shelters across Jacksonville

• Social Media Content: Featuring alumni success stories and program features

• Direct Mail & Email Marketing: Targeted by academic history and career interests

• On-Campus Materials: Banners, posters, flyers, and branded program guides

The assets were built for flexibility, allowing FSCJ to scale the campaign across multiple platforms while maintaining a cohesive brand voice.

Measurable Momentum

Since launching, FSCJ has seen significant growth in interest and applications to the bachelor’s programs. The campaign not only increased awareness—it repositioned the institution as a long-term academic and career development partner. At Fisher Agency, we take pride in helping educational institutions connect with the communities they serve—and we’re honored to support FSCJ’s mission of accessible, future-focused education.

Ready to Launch Your Next Big Idea?

Whether you’re expanding academic offerings, refreshing your brand, or reimagining your recruitment strategy, Fisher Agency brings 35+ years of creative leadership to help you make an impact. Let’s talk about how we can bring your vision to life.

 FSCJ’s Community Entrepreneurial Collaborative (CEC)

Community Entrepreneurial Collaborative (or CEC) is an initiative of Florida State College at Jacksonville, University of North Florida and the Jacksonville Chamber of Commerce. It is a platform that connects people who want to start a business with institutions that can provide resources to support their startup ideas.

A Bridge for Aspiring Entrepreneurs

This social initiative aims to be a trusted resource for aspiring entrepreneurs from underserved and diverse communities. However, effectively reaching this audience and delivering accessible, relatable resources remains challenging. Many within the target group—diverse in age, ethnicity, and gender—lack the tailored guidance they need to start and grow businesses, while existing platforms often fail to resonate with their unique, urban perspectives.

To bridge this gap, the website design will use an inclusive, attention-grabbing approach that aligns with the ambitions of these future entrepreneurs. Its messaging and content will reflect the community’s values, making resources feel relevant and directly supportive. Additionally, the campaign will engage with entrepreneur-supportive associations to build a broader network of advocacy and support.

The main challenges include raising awareness, providing relatable resources, building trust, and fostering an engaged network. By tackling these areas, the initiative aims to empower diverse entrepreneurs and create a thriving, supportive community around their goals.

Closing the Divide between Entrepreneurs and Resources

The visual design of the website and social media campaign, therefore, needs to establish a strong, urban-oriented, visually engaging style that authentically connects with the target audience’s aspirations and challenges, positioning the platform as a go-to entrepreneurial resource.

Impactful Outcomes

The website’s visually engaging design successfully bridged aspiring entrepreneurs with resource providers, creating an inclusive, approachable platform that resonated with diverse audiences. The urban-inspired visuals captured attention, fostering trust and encouraging users to explore resources. As a result, engagement surged, empowering entrepreneurs to connect with providers and take actionable steps toward their business goals.

Ready to elevate your online presence? Let’s design a stunning, user-friendly website that not only captures your brand but also delivers your message directly to your audience—contact Fisher Agency today to get started!