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Fulcrum Health

BRANDING / WEBSITE &
ADVERTISING

For more than 40 years, Fulcrum’s high quality physical care networks (chiropractic, acupuncture, as well as massage, physical, occupational and speech therapies) have offered low-cost, non-pharmacological interventions to better manage musculoskeletal pain. However, to better manage their own brand awareness among health plans, employers and providers, Fulcrum enlisted We Creative for some hands-on assistance.

PHYSICAL MEDICINE FORWARD

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Built on the strong shoulders of Fulcrum’s positioning, “Unlocking the full potential of physical medicine”, We Creative introduced a bold, new rally cry, “Physical Medicine Forward” inspiring a brand voice that speaks clearly and confidently about the benefits of non-invasive physical treatment as a first line of care. We brought it all to life with a more balanced logo mark, active patterning, and a rejuvenating color palette.

LOGO REFRESH

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Inspired by a healthy, balanced life, we redesigned the logo in the spirit of the yin and yang. The Fulcrum ‘f’, like the human spine itself, is perfectly leveraged at the center of the logo mark’s ‘body’.

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PHOTOGRAPHY

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Campaign imagery honors the human body as a vessel of resilience and self-healing. High-contrast black & white photographs are tastefully cropped to highlight form, movement and texture.

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ADVERTISING TO HEALTH PLANS

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The focus here is on how Fulcrum’s physical medicine network helps better manage members’ muscle and joint pain versus masking it with potentially dangerous opioids, all while reducing total cost of care. 

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ADVERTISING TO EMPLOYERS

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Here, messaging leans into how Fulcrum helps companies improve their employees’ quality of life affordably through specialty care, ultimately fueling greater productivity and increased job satisfaction.

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ADVERTISING TO PROVIDERS

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The goal here is to rally top providers nationwide to join Fulcrum’s network by offering greater access to muscle and joint pain patients, advocacy on behalf of their expertise, continuing education and real partnership.

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WEBSITE
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A clean, refreshed site tells Fulcrum’s rich story, invites health plans, employers and providers to partner with the network, and makes it easy for people to find physical care practitioners in their area.

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SALES MATERIALS
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Fulcrum’s new sales presentations and leave-behind collateral are more compelling than ever, featuring powerfully relevant statistics and smart, safe solutions, all showcased through eye-catching design.

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BRAND GUIDE
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After the foundational brand work was done, we memorialized all completed work, discoveries found and rules set along the way to be used as inspiration and building blocks for future communications.

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