Collaboration with a sharp corporate marketing department is one of the things we do best, we think.  Often the best ideas come out of working on day-to-day, in-the-trenches tactics, while keeping an eye on the larger picture. With OrthoCarolina, collectively we’re on to something.

The Challenge: 

As one of the region’s largest — and fastest growing — orthopedic providers, a need to differentiate specialty centers within OrthoCarolina created a graphic design challenge that soon became a rebranding project.

The iconography (known internally as “OC 2.0”) allows us to minimize the use of photography, while providing a visual connection among all that OrthoCarolina does for its patients, partners and physicians.

The initial iconography spread to wayfinding and office signage, then to collateral material, advertising, outdoor, environmental, displays and OrthoCarolina’s relaunched website.  We also worked hand-in-hand with the marketing department to develop and launch the new “You. Improved.” tagline.

Deliverables and Results:

Opus 59 is an extension of OrthoCarolina’s marketing department.  For four-plus years, we’ve been involved in advertising, design, content development and marketing strategy.

Carolina Asthma & Allergy Center

Often, a strategic and creative overhaul is the best way to start a long-term client relationship.  That was the opportunity presented to us by the Carolina Asthma & Allergy Center.  And, collectively, we hit the ground running and are making good things happen.

 The Challenge:

Even as the most established asthma and allergy group in the Charlotte, with 100 percent of doctors holding board certifications, Carolina Asthma & Allergy Center wasn’t sending the best messages to patients and referring physicians.  Honestly, they weren’t blowing their leader’s horn loud enough.

Opus 59 Creative Group initially was engaged in a strategic planning process to develop new messaging, a revised brand, and a marketing plan that would move the needle while being fiscally responsible.

We interviewed all 12 doctors and practice administration leaders, then led them through a planning process to arrive at a revised positioning, visual branding and tagline.  In addition, we delivered a marketing plan to re-launch the brand, beginning with a redesigned website on the WordPress CMS platform.

Deliverables and Results:

Opus 59 currently serves as the virtual marketing department for Carolina Asthma & Allergy Center.  We meet weekly with management and are responsible for brand development, graphic design, public relations, content development and all paid and unpaid promotions.

United States & Canadian Academy of Pathology


The United States & Canadian Academy of Pathology (USCAP) has been the global leader in educating pathologists for more than 100 years. With 12,000-plus members, the USCAP has had a rich heritage of providing its membership the highest levels of pathology education and information. However, this doesn’t preclude a need for strong storytelling and branding.  This is essential to maintaining the group’s status and reputation.

The Challenge:

Opus 59 has worked with USCAP for more than three years.  Our initial challenge was to help tell the rich, 100-year-old USCAP story in an appeal to the membership.  From there, we were engaged to revamp branding and graphic identity elements to standardize the look and feel to best portray the organization in all touch points with members and potential members.

Opus 59 developed an academic, yet progressive look and feel, updated the logo, and created graphic standards that have been applied to all communication elements: printed, electronic and publication.  Our goal was to make the USCAP visual brand — for the first time — reflect the seriousness and sincerity of the organization’s mission.

Deliverables and Results:

Since this initial engagement with USCAP, Opus 59 has redesigned the website and we’ve been responsible for all creative elements, including print and electronic ads, brochures and collateral materials, direct mail, e-mail marketing campaigns, environmental signage and a mobile app design.  You could say that the relationship has evolved, which is a trend we like to see!