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Image by Nick Adams


Brand Development Program + Brand Design + Website Design & Development

The Client

UnabridgedMD is an innovative, direct-care rheumatology practice located in Denver, Colorado. Led by Dr. Isabelle Amigues, UnabridgedMD specializes in personalized and patient-centric care utilizing a blend of both Eastern and Western medicine methodologies for whole-body healing.

The Project

Dr. Amigues approached HALCON Marketing with the goal of effectively growing and defining the UnabridgedMD brand while achieving unique positioning in a competitive market.

Through industry research and stakeholder interviews, The HALCON team conducted an in-depth audit of UnabridgedMD, including existing positioning, messaging, and consumer perception. HALCON utilized these insights to build a comprehensive, targeted brand book that defines key target audiences, audience and brand personas, brand positioning, and brand story and messaging. 


With brand messaging and positioning defined, HALCON refined the existing brand assets to a more polished visual aesthetic that would appeal to the market and target demographic.


Finally, HALCON built a fully customized, branded website that effectively communicates the UnabridgedMD mission, vision, and services with simplified navigation to intuitively guides visitors and drives conversions.


The Results

A comprehensive, unique brand strategy built upon a foundation of meticulous research and stakeholder insights:

  • Competitor & Audience Analysis

  • Positioning Statement & Analysis

  • Mission, Vision & Purpose Statement

  • Audience-Specific Core Messaging

  • Audience Journey & Brand Story

  • Refined Visual Branding


A website relaunch that:

  • Effectively communicates the UnabridgedMD brand, differentiators, and services

  • Simplified user navigation for easier access to key information and CTAs

  • Incorporated a consistent, cohesive color palette for instant brand recognition

  • Incorporated mission and organizational values that build loyalty and trust with target audiences

  • Communicated the benefits and differentiators of UnabridgedMD vs. traditional rheumatologists

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