American College of Allergy, Asthma & Immunology

The College faced a competitive crisis: one that threatened its very existence. Physician allergists were increasingly forced to choose between the College and the Academy — the competing professional society for allergists and immunologists — for access to continuing education, medical journals, and annual meetings.

We were brought in to develop a strategic turnaround plan: Vision 2020.

Vision 2020 was built on the goal of positioning the College as the leading medical professional society representing practicing clinician allergists. By staking out this unique position — and framing all offerings this way — the College could clearly demonstrate and differentiate its unique benefits to the community.

We redesigned the logo, strengthened the mission and vision statements, and stressed the relevance of all product offerings to practicing clinician allergists. We also worked with the College to streamline its communications, governance structure, and educational offerings.

Outcomes we achieved through the rebrand:

●      Products and services now cater to the practicing allergist

●      A tenfold increase in applications to participate in the community’s governance committees

●      A near 460% increase in educational product sales in the first year post-launch

Three years later, the College continues to thrive.