Lighting the Way to Healing. A new identity built on empathy, trust, and the promise of healing.

The Problem

When ProCare needed a brand that could balance medical expertise with genuine compassion, Ashandelle stepped in to bring their purpose to life — helping people heal, inside and out.

From old brand to new in under a month!

ProCare is a network of medical specialists dedicated to helping patients recover after an accident. Their team ensures every aspect of care is supported from personalized treatment to clear medical records that help patients take the next step to full healing.

After years of growth, ProCare had outpaced its original identity. The old brand felt cold and clinical, closer to a chiropractic clinic than a trusted multidisciplinary healing partner. They needed something new: a brand that reflected their heart, humanity, and unwavering care for their patients.

They came to us after another agency’s rebrand had missed the mark. The clock was ticking, and the team needed a creative partner who could deliver fast without sacrificing meaning or accuracy.

Services Provided

Brand Design

Logo Design

Web Design

Brand Strategy

Environmental Design

Strategic Positioning

To reimagine the ProCare brand, we started with clarity. Through a focused brand sprint, we worked with the leadership and clinical teams to define their audience, values, and vision for the future.

Donut chart showing 51% Patients and 49% Mid-size Law firms.

Audience

Two groups, united by one goal — healing. Patients navigating post-injury care, and the attorneys who advocate for them.

Values

Teamwork, Create Joy, Treat people like family, Obsess over patient care, Integrity, Hustle, and a Patient-first mentality.

A four-quadrant chart with axes labeled Classic-Modern (horizontal) and Reserved-Expressive (vertical). ProCare 2024 is positioned in the Classic and Reserved quadrant, ProCare Rebrand in Expressive and Modern quadrant, and Competitors appear twice in the Classic and Reserved, and Modern and Reserved quadrants.

How they want to be seen

As a trusted medical partner that’s professional yet approachable; a place where patients feel both cared for and confident in their recovery.

These principles guided every design decision from the calm color palette to the warm iconography and structured typography. Every detail reinforces the same message: we treat patients like family and help them get back to their lives.

Process & Constraints

ProCare’s rebrand was more than a design project — it was a rescue mission. Their previous agency hadn’t captured who they were, and the timeline was short.

Our long-standing partnership with ProCare meant we could move quickly, combining the efficiency of an in-house team with the creativity of an external studio. That trust allowed us to dive deep and fast bringing focus, insight, and alignment to the process.

Even under the pressure of a 10-day timeline, we stuck to the process: a brand sprint and rapid iterations that engaged all key stakeholders.

The result was stronger internal buy-in and a shared sense of ownership from the start — proof that process creates clarity.

Logo Development

The brief was clear: the new ProCare mark had to resonate with a broad, diverse audience — patients from all walks of life and the attorneys who represent them while avoiding the typical healthcare cross symbol. Injury doesn’t discriminate. Everyone deserves to feel seen, supported, and respected.

We explored visual ideas around healing, motion, and humanity, testing every concept in full context — not just as a logo, but as an experience. We imagined how it would appear in clinics, on signage, patient materials, scrubs, and digital platforms.

Modern reception area with white and wood-paneled desks, hanging globe lights, a flower vase, and a ProCare Injury Centers sign on the wall.

Entrance to Procare Injury Specialists office with black stone facade and glass doors under cloudy sky.

Illuminated ProCare Injury Center sign on a modern metal building exterior at dusk.

The torch mark emerged as the heart of the system — paired with custom typography that balances modern professionalism with warmth. The result is a mark that feels steady and strong, yet deeply human.

The Mark Story

A traumatic event changes everything. In one moment, life turns upside down — routines are disrupted, movement becomes painful, and the path forward feels unclear.

That’s where ProCare comes in. With heart, compassion, and expertise, they meet people where they are — treating every patient like family and helping them get back to who they were before the injury.

The new ProCare torch became the perfect symbol for that mission.

A beacon of hope, it represents the strength, guidance, and optimism that define ProCare’s approach. It’s a reminder that healing, while difficult, is possible — and that no one has to go through it alone.

Healing is hard work and requires inspiration.

ProCare’s care teams work together to light the way forward, helping patients find themselves again.

A color palette chart with three categories: Reds, Blues, and Utilities, each showing five shades of the respective colors.

A refreshed color palette moves beyond the expected medical reds — introducing softer neutrals and gradients that evoke calm confidence. Thisdistinction helps patients immediately recognize that ProCare is not an emergency or primary care clinic, but a place for healing, guidance, and renewal.

Organic brand shapes echo movement and restoration, while imagery captures real moments of care — patients, providers, and families working together toward better days.

Young woman with braided hair holding a rolled yoga mat, wearing a light gray loose top and black pants.

From print collateral to digital experiences to the physical environments themselves, every touchpoint welcomes patients into a story of hope and progress.

Sign on brick wall displaying 'ProCare' in large red letters with 'Injury Specialists' underneath in smaller blue letters.

Hand holding a ProCare Injury Specialists flyer featuring photos and descriptions of two doctors, a map showing clinic locations in Texas, and a list of services including accident care, rehabilitation, and chiropractic wellness.

Blue ProCare card with injury care message inserted into white hotel card slot on a wall.

Hand holding a blue thank you card with bold 3D letters and patterned border.

ProCare Injury Specialists banner highlighting head-to-toe personal injury care with a therapist treating a patient lying down.

The Employee Benefits Guide booklet by ProCare Injury Specialists, showing cover and an interior spread featuring a woman explaining Medical Benefit Enrollment Process.

Computer monitor displaying a ProCare Injury Specialists website homepage with a man in an orange jacket walking outdoors.

Brand Messaging & Voice

A brand isn’t just what you see—it’s the feeling you have when you interact with it. At ProCare, every touch-point needed to sound like the same welcome you hear when you walk into a clinic: warm, clear, confident.

We worked side-by-side with the ProCare team to integrate a messaging framework that mirrors their promise: to treat our patients like family with exceptional care every day.

ProCare’s voice is friendly, direct, and personal. We avoid sounding business-y or speaking in the third person. Every message talks to patients, not about them — making healthcare simple, easy to understand, and centered on care that feels personal.

Across every channel, the voice reminds patients they’re supported, understood, and never alone in their healing. It’s playful, a bit of a rebel, innovative, friendly, and appeals to a large audience.

Rollout

Once the brand system was complete, we partnered with ProCare to bring it to life across every channel.

We developed launch campaigns, email flows, and announcement materials that introduced the new identity with warmth and pride.

Motion design and digital campaigns extended the story, ensuring patients, partners, and staff all felt part of the transformation.

Patient Experience

The new brand experience reached beyond digital and print.

Clinic interiors and exteriors were reimagined to reflect the warmth of the new identity from calming color cues to branded environmental graphics.

Waiting room with white chairs and plants, featuring wall text reading 'Our mission to treat our patients like family with exceptional care every day.'

Smiling man wearing a black ProCare polo shirt against a plain light background.

Closed gray door with a sign on the wall reading '3 Exam Room' next to it.

White wall with blue text reading Team up to Heal Up in a medical or therapy room with an examination table.

Wall-mounted sign reading 'Exam Rooms' with arrow pointing left toward rooms 1 and 3.

The transformation culminated in a series of grand opening events celebrating ProCare’s renewed mission and growing network of locations.

For patients, it’s more than a new look; it’s a space that feels welcoming, restorative, and human.

Brick building exterior with three windows, two displaying blue arrows and a message reading 'Getting Back to Starts You Here' with procareinjury.com.

Front view of a brick building with two windows displaying ProCare Injury Specialists branding and a sign reading 'Head-to-toe Accident & Injury Care'.

Blue sign with white and light blue text reading 'Pain out. Progress in. See you next time.' placed among plants near a street with commercial buildings in the background.

Red sign with white text reading 'Do not enter' in front of a parking area with buildings and a storage container.

Blue sign with white text that reads 'Feeling better starts now.' in a parking lot with several cars and trees in the background.

Blue sign on sidewalk reads 'Yay! You're on the mend. See you next time.' with a street and trees in the background.

Front doors of ProCare Injury Specialists with window graphics including slogan 'We Team Up to Heal You Up' and image of a relaxed woman stretching outdoors.

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Exterior Design

Closing thought

For ProCare, the torch is more than a logo.

It’s a symbol of resilience — of lighting the way for every person who walks through their doors.

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