Bringing together physicians, patients, employees and suppliers, Thread conducted comprehensive research to uncover the Clinic's truly unique position as the area’s only independently owned, physician-led, high-quality, low-cost provider of healthcare.

To better explain their new position to the community. Thread developed a fresh new logo mark and powerful tagline for the Clinic that put the choice back in the hands of the patient – "Choose Well. Feel Better." The tagline was used in a series of ads featuring both physicians and the patients they treat

Thread also developed an internal communication plan with materials designed to inform employees; making the concepts relevant to the front-line providers who serve as brand ambassadors by reinforcing the messaging in their day-to-day interactions.