Our team recently partnered with Bruce Kutinsky, Doctor of Pharmacy and CEO of Access Infusion Care, to develop a new brand for this infusion services company. Backed by private equity firm New Harbor Capital, Dr. Kutinsky and his partners are focused on providing high-quality infusion therapies in rural communities and underserved geographies.

Rural residents in the U.S. tend to have less access to healthcare services and are at higher risk for poor health outcomes. Treatment for acute and chronic conditions requiring expensive doctor-prescribed specialty infusion therapy is often very far from home. Access Infusion Care plans to acquire and build a network of high-quality infusion providers, streamline the referral process, and optimize the delivery of specialty infusion drugs. The result: better access to infusion therapies, lower costs, and improved healthcare outcomes in rural America.

Our Process

Our brand creation process begins with discovery, including a brand workshop with stakeholders, audience and industry research, competitive audit, and review of the brand landscape.

After understanding what makes Access Infusion Care unique, we then define the brand including brand personality, positioning statement, and key messaging. This definition influences our creative process. Through multiple sketches, concept presentations, client feedback, and iterations, the brand comes to life with a unique logo, tag line, color palette, typography standards, photography style, and additional brand elements.

The art of brand development is to make sure the new brand strikes the right tone and personality of the company, reflects its mission and goals, and resonates with its many audiences, in this case, patients and caregivers, drug manufacturers and suppliers, employees, referral sources, and insurance companies. The brand’s “words and pictures” work together to establish a consistent and recognizable voice and image that can then be extended to the website and other marketing collateral.

The Result

The new Access Infusion Care brand is strong, confident, and hopeful. The yellow and dark green color palette stands out from the typical healthcare blue. The simple indication of an infusion “drop” within the letter A also becomes a visual element that can be used for graphic emphasis. The color photography celebrates the beauty of rural America and the black and white images reflect the deep respect and care Access nurses, pharmacists, and staff have for their patients.

The tagline Here. For for you. works on many levels. Access Infusion Care is not only here in your community, but here for patients and their caregivers as well as the medical profession that seeks to improve health care for rural Americans.

Project Team

Creative Director: Christine Golus
Design Team: Andy Sikora, Olivia Graham, Christine Golus
Brand Strategy, Writing: Paul Koch