CASE STUDY · BRAND REFRESH · ONGOING
Lead with the drive.
CLIENT
IV Wellness, a locally owned mobile IV hydration practice in Cincinnati
MY ROLE
Brand strategist, writer, and art director. Solo, start to finish.
DELIVERABLES
Brand refresh · voice guide · tagline system · website concept · outreach emails · social playbook
STATUS
Ongoing. New website in development.
“Everyone in Cincinnati is selling the same room.”
THE CHALLENGE
IV infusion storefronts seemed to be popping up all over town, and they all looked alike: neon, hexagons, “hydrate” in a sans serif. The existing site led with the Montgomery clinic, the one thing every competitor could also claim. The mobile service, the part nobody else could copy, was buried three clicks down.
THE INSIGHT
It didn't need a new logo. It needed a new order.
Lead with the drive, and let the clinic become the option instead of the premise.
THE WORK
Identity, sharpened rather than replaced.
I kept the logo and colors, added a night navy and a warm paper white, and set the type in Cormorant Garamond and Lora. Then I took the logo's gold arc and straightened it into the brand's dividers, underlines, and coverage-map routes: unroll the ring and it becomes a road. It says “mobile” without a single van.
A voice with rules.
“A concierge service staffed by licensed clinicians. Warm on the phone, precise about the treatment, and not above a joke when it fits.”
ALWAYS
Second person. Short sentences. A place name in the first line.
NEVER
Unlock. Elevate. Game-changer. Liquid gold. Self-care Sunday.
One line per surface.
Five taglines, each assigned to the place it works hardest: the homepage, print, social, team outreach, and corporate. They rotate by audience and never stack.
A website built on honesty.
“We come to you.” leads the hero, followed by a “Tell us where” flow and a service menu that explains what each treatment does, and what it won’t. The clinic is still there, one link down, as the option instead of the premise.
Outreach that sounds like one brand.
HR teams get “Open enrollment, but make it fun.” Coaches get “Recovery that rides the team bus.” Tour crews get “For the crew that loads in at 6am and out at 2.” Thirteen industries, one voice.
THE OUTCOME
The voice is already working.
The outreach emails are bringing in replies and bookings, and the voice guide and tagline system are now the standard for everything IV Wellness puts out. I write and produce the copy, content, and social, and build the templates for the owner to use at her discretion. Next up: a new website built on this strategy.