Realignment Stories
Every project starts with a moment of change
Growth, expansion, leadership shifts, or a sense that something no longer feels aligned. These stories show what happens when you take a step back, get clear on what’s true, and bring your brand back into alignment in a way that feels thoughtful, not overwhelming. You don’t have to start over to move forward.
Healing Hands Health: Realigning after mission expansion and growth
After 25 years, Healing Hands Health (Bristol, TN) had grown beyond the organization its existing brand was built to represent. Its mission had expanded, the organization was changing internally, and its team needed a clearer way to communicate what they had become.
Through the alignment process, we clarified that this was bigger than updating the visuals. Their expanded mission needed to be understood consistently by staff, board members, patients, donors, and the wider community.
That direction shaped everything that followed (from messaging and identity to photography, website, internal communication, and rollout) and gave the organization a shared foundation that made ongoing marketing and communication easier and more consistent.
WorkSpace Interiors: Differentiating without losing what already worked
WorkSpace Interiors (Kingsport, TN) had just completed a strategic planning process, but its brand hadn’t caught up. Internally and externally, there was a lack of clarity about what made the company distinct from its competitors and even from the supplier it represented.
We clarified the positioning around WorkSpace’s own values, customer needs, and personality and recognized that its long-standing identity didn’t need to be replaced just for the sake of looking new. There was equity worth keeping.
By strengthening rather than discarding what already worked, we gave the company a more recognizable identity, clearer messaging, and a direction its marketing and sales teams could consistently build from.
Jones Road & Bridge: Honoring the legacy while building the future
Boring Contractors (Abingdon, VA) was changing in several ways at once: leadership was moving to the next generation, services were expanding, the company was becoming more specialized, and a new name (Jones Road & Bridge) was on the horizon.
The answer wasn’t to erase nearly four decades of history and make the company feel completely new. We needed to identify what had earned trust over the years, carry that equity forward, and create a brand that could confidently represent the company it was becoming.
That direction guided the new name, messaging, identity design, photography, website, and rollout, giving the team a stronger sense of who they were while helping new customers understand their expanded expertise and capabilities.
Stone Mountain Meats - Greeneville, TN
WorkSpace Interiors - Downtown Kingsport, TN
Healing Hands Health - Bristol, TN
Southwest Virginia Energy R&D Authority - Bristol, VA
The Crumbum - Downtown Kingsport, TN
Marcy Parks Art - Bristol, TN
Office of Elections and Voter Registration - Bristol, VA
LASSOS - Vienna, VA
The Barns at Chip Ridge - Abingdon VA
fitPrescriptions - Bristol, TN
Living Knot Lumber Company - Abingdon, VA
Coalition of Small and Rural Schools of Virginia - Abingdon, VA
Harvest Community Church - Kingsport, TN
Chris Creativ. - Bristol, TN
Loaves & Fishes - Chilhowie, VA
Jones Road & Bridge - Abingdon, VA
Em's Pet Grooming - Bristol, VA
Bristol Academy of Music - Bristol, VA
Auros Pharma - Kingsport, TN
Serendipity - Downtown Bristol, VA/TN
Motion Creative Media - Greeneville, TN