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Diagnosing "The Difference."


With major growth aspirations in New England and beyond, Urgent Care of Connecticut approached Finch Brands to overhaul the brand identity and marketing look and feel. As one of many urgent care practices in a booming market, they sought to separate themselves from the competition and position their brand for expansion. The founding team, who came from an ER medical background, had joined forces with leading private equity investment – and it was time to build a durable and expansive brand.


Our research defined a strong need for a position that emphasized doctor quality, a message carried through the new name, logo, and materials. The core insight that led to the new name and logo was that consumers appreciate the convenience benefits of urgent care, but won’t buy in unless clinical excellence comes through. The new name suggests the importance – to the company and market – of doctor quality, with the “Urgent Care” descriptor conveying the convenience inherent in this emergent medical services sector. We worked to build out a tight, fully integrated brand concept – from identity to corporate materials to signage/experience to digital and traditional marketing.


PhysicianOne Urgent Care now possesses a contemporary, strong brand platform with which to grow the business. The brand launched in early 2015 – since then, the company has expanded to 18 total clinics across CT, MA, and NY and experienced a 56% increase in billings in clinics open at least a year.

Finch Brands, 123 South Broad Street, Suite 2150, Philadelphia, PA, 19109, Phone: 215.413.2686