Creating a Sister Brand That Elevates Athlete Care
The Challenge
How do you develop a sister brand that honors the legacy of Andrews Medicine while standing tall on its own in a competitive athletic care market?
The Approach
Leverage deep institutional knowledge of Andrews Medicine to craft a bold, athlete-first brand that complements the Andrews family and is ready to go to market with confidence.
A new brand rooted in a trusted name.
Andrews Athlete is revolutionizing how schools and programs deliver care to student-athletes. Built on the foundation of Dr. James Andrews’ clinical legacy, the brand brings structure, performance oversight, and credibility to collegiate and youth sports programs across the country.
This wasn’t our first time building with Andrews. Having led the rebrand and website development for Andrews Medicine, we understood the voice, tone, and positioning better than anyone. That deep familiarity allowed us to move quickly and strategically to help launch Andrews Athlete, a new brand that could both stand on its own and operate synergistically with the Andrews name.
We weren’t starting from scratch. We were building from strength.
Because of our long-standing relationship with Andrews Medicine, we came to the table with unique insight. We knew how to build for this audience. We understood what Andrews stood for, what it promised, and how that needed to evolve to speak directly to athletic programs, coaches, and student-athletes.
Our challenge was to define a brand that carried the weight of the Andrews name while expanding into new territory. It had to feel elevated, modern, and actionable, built for sports programs looking to gain a competitive edge through better care.
The Andrews Athlete logo reflects the structure and stability at the heart of the brand. Its precise geometry and bold typography mirror the strength of elite-level care and complement the existing Andrews Medicine brand without duplicating it.
We created a set of flexible lockups that were easy to deploy across print, digital, and merchandise, ensuring consistency and immediate recognition in any setting.
The Andrews Athlete palette builds on the brand family’s existing visual language. Core greens and blacks communicate vitality and authority, while accent colors inject energy and movement.
This disciplined palette creates strong visual alignment with Andrews Medicine, while giving Andrews Athlete its own edge in the sports world.
To bring the Andrews Athlete brand to life visually, we immersed ourselves in both the sports and sports medicine spaces. Our goal was to strike the right balance. One that felt clinically credible yet unmistakably athletic. Forward-thinking medicine meets empowered athletes.
The result is a flexible, high-performance visual system built around three key pillars: photography, iconography, and motion.
We leaned heavily into photography that highlights the terrain–the field, the court, the track. The places where athletes push their limits. By grounding the imagery in the physical environment of sport, we created an authentic, energetic visual language that immediately resonates.
For iconography, we developed a monoline system that’s clean, expandable, and easy to scale across channels. Simple in form, but strong in presence.
And at the heart of it all is the Andrews Athlete “A” mark. We use it boldly throughout the system, placing it behind cutout athlete photography to reinforce that this brand is built around the athlete. The angled lines of the “A” are echoed in photo crops and design accents to create motion and visual momentum across materials.
Every element of the system was designed to be dynamic, athletic, and scalable with enough structure to maintain consistency and enough energy to power a brand built for performance.
Bringing the brand to life online — and ready for the field.
We designed and developed the Andrews Athlete website to serve as both a brand introduction and a conversion tool. The site is structured around audience-specific messaging that speaks directly to athletic directors, administrators, coaches, athletes, and parents.
Our goal: clearly communicate the Andrews Athlete value proposition and drive programs to action.
From layout to copy to user flow, every element was crafted to position Andrews Athlete as the new gold standard in athlete care — and a natural extension of the Andrews legacy.
