Research conducted by MillerWhite Marketing as a part of its MW Fusion® discovery process found that most people were already condensing the name as AP&S Clinic, so it was decided to capitalize on this by re-branding with that name and developing a new visual identity and a tagline. The clinic wanted to emphasize the personal touch in health care, its comprehensive services and the innovative technology it was making available to patients. The tagline developed from these points was “Personal. Comprehensive. Innovative.” The re-branding effort involved a fresh color scheme, and a major web site update, as well as new collateral, signage and an image ad series, all reflecting the new logo and tagline.