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The Wellness Way: Positioning The Brand For Its Next Stage of Growth

Wisconsin-based The Wellness Way is a fast growing health services organization with 80+ clinics across the U.S.  Frustrated by his wife’s disappointing experiences with traditional healthcare, founder Dr. Patrick Flynn’s “I Disagree” way of thinking embraces that just because an illness is common, does not mean it’s normal.

The fact is, despite our medical advancements, chronic conditions are at an all time high. The Wellness Way’s approach to care is unlike other traditional health care providers and based on a different way of thinking. They are changing lives, restoring hope, and getting results.

The Wellness Way’s growth trajectory is enormous. Despite this, leadership realized that in order to achieve their longer-term vision, they needed to strengthen their brand and marketing – branding strategy, organization-wide brand alignment, bolder approach to creative and unified brand marketing.

Following nationwide interviews with prospective brand and marketing agencies, our hybrid brand consultancy / marketing agency was engaged in late 2019.

Our goals were to clarify and articulate The Wellness Way’s brand strategy, engage prospective patients through an integrated digital marketing program and a more distinguishing creative idea, and lay the foundation for future brand-led business growth.

Our upfront discovery process included internal workshops, practitioner and patient interviews, competitor and outside category brand role model reviews, brand and marketing audit and a final brand opportunities report. This set the stage for all of our follow-on deliverables.

A successful branding and marketing solution that positions The Wellness Way for its next stage of growth:

Leadership team buy-in to Trajectory’s recommended The Wellness Way brand strategy and design recommendations, including brand story and elevator pitch (which was never articulated and agreed upon before Trajectory).
New brand tagline reflecting a powerful, distinguishing and true idea that both internal and external audiences can rally around – Do Health Differently.
New creative platform and executions (including brand relaunch video) and new digital marketing/media roadmap and tactical plan execution.

The Wellness Way relaunched its brand internally 4th qtr. 2020, followed by our external creative and digital marketing rollout.


  • brand discovery
    • business/brand/marketing reviews
    • competitor/role model reviews
    • practitioner and patient interviews
  • brand strategy:
    • brand story [using our “Hero Journey” structure]
    • elevator pitch
    • brand positioning
    • tone of voice and messaging
  • brand design:
    • visual identity system, including logo and tagline
    • new website, collateral, social channels
    • brand guidelines
  • creative:
    • creative platform
    • brand video
    • digital billboards, etc.
  • marketing:
    • marketing/media plan and tactics
Tone of Voice…Champion, Inspiring, Passionate, Unapologetic, Crusader
Positioning…health champion for all and a disrupter of the standard approach to care.
Elevator Pitch…health restoration clinics that think and act differently to solve the health challenges others can’t.
The Trajectory team was truly fantastic to work with, and delivered tremendous long-term value to The Wellness Way. We loved the journey and greatly appreciate your contributions.

Renee - Director, The Wellness Way