Creating a new name and identity for Allegro Pediatrics (formerly Pediatric Associates) is one of Hansen Belyea’s biggest campaigns of the year. The client is among the largest physician-owned pediatric practices in the country, with over 80 providers in 8 locations on Seattle’s Eastside. After nearly 50 years, the practice faced intense competition and, also, had ambitious goals for growth. They turned to Hansen Belyea to reposition the practice.
The design firm says that “it was important to Pediatric Associates that all 350+ doctors, nurses, and staff had a voice in the process. Through discovery sessions and surveys, we gathered the input of over 2,200 people. Based on what we learned, it was clear the practice needed a stronger identity in order to stand out from the competition and be easier to find online. Pediatric Associates wanted a name that was shared with no other pediatric practice in the country, and they wanted to own their exact URL. With these parameters in mind, we developed the name Allegro Pediatrics and built a robust brand platform that better reflects the values and characteristics of this vibrant practice.”
The new Allegro logo embodies the partnership between child, family, community, and care team. Custom business cards and a brand launch booklet fostered internal buy-in for the new identity, while in-clinic posters helped educate current and potential patient families about the new identity. A standards manual helped to ensure consistency across the practice on everything from letterhead to social media. The firm also developed a strategic advertising campaign across the Seattle area with a mix of print, digital, radio and tv advertising. To further connect with the audience, Hansen-Belyea produced a 15-second tv and movie theater spot that brought the logo to life, turning it into a set of colorful children’s blocks.