Rebranding Orthopedics: Making World-Class Care Accessible
RWA transformed the Paley Institute from a specialized global brand into a welcoming destination for everyday orthopedic care—without losing its world-renowned reputation.
Challenge
While internationally recognized for complex surgical innovation, the Institute struggled to connect with local patients seeking mainstream orthopedic procedures such as knee and hip replacements, spine and joint care, and cartilage repair. The brand’s elite reputation often felt intimidating to everyday patients.
Our Approach
Created a new name, logo, tagline, and messaging that balanced global prestige with accessibility.
Redesigned the patient experience with bold signage, interactive rehab walls for children, a global patient showcase, and ceiling art from young patients.
Built a multimedia ad campaign across print, radio, and digital to introduce the concept of “Paley Care”—a higher standard of orthopedic treatment for all.
Designed and launched a new website with an interactive global patient map.
Impact
Broadened the Institute’s appeal to local and regional patients.
Humanized the patient experience, making the facility more welcoming and engaging.
Reinforced Dr. Paley’s global reputation while extending trust and accessibility to mainstream care.
Outcome
The rebrand repositioned the Paley Institute as both a world leader in surgical innovation and a go-to destination for everyday orthopedic care, attracting a wider patient base while maintaining its prestige.
