Vein Clinics of America: Brand repositioning


Repositioning the national chain, Vein Clinics of America

Pivotal insight

Most people see varicose veins as a cosmetic problem when it’s actually a medical one. Not surprising, since the industry has focused almost exclusively on images of sexy or unsightly legs. This opened up an opportunity for Vein Clinics of America to own a unique story.

Brand position

Differentiating from the competition, we positioned Vein Clinics of America as experts on leg health. This informed a new expression for the brand. Rather than legs, we focused on the whole person. Through a new tagline and messaging, we began to reframe how people think about varicose veins, from being insecure about their looks to feeling good about their health.

Brand launch

For the new brand, we created several foundational tools including patient collateral, website re-skin, and print advertising.