From Reagan Physical Therapy to BuiltWell PT: How Strategic Rebranding Positioned a Local Practice for Expansion
When Wayne Reagan reached out to me, his physical therapy practice was at a crossroads. Reagan Physical Therapy and Wellness had built a solid reputation in the community, but Wayne had bigger plans. He wanted to expand, but his current brand wasn't positioned for growth, and more importantly, it wasn't truly connecting with the patients he served.
This is where most business owners make a critical mistake. They think rebranding is about making things look prettier. But real strategic branding? That starts with understanding people; deeply.
The Challenge: More Than Just a Name Change
Wayne knew he needed a rebrand, but he didn't just want a visual refresh. He wanted a complete repositioning that would:
Position the practice for expansion into new markets
Better connect with patients seeking transformation, not just treatment
Stand out in a crowded healthcare landscape
Create a foundation that could scale with his growth plans
The existing "Reagan Physical Therapy and Wellness" name was clinical, forgettable, and said nothing about the transformative experience patients actually received.
The new brand identity for BuiltWell PT.
My Approach: Human-Centered Design Research
Before I touched a single design element, I dove deep into research. This wasn't about what Wayne liked or what looked goodm it was about understanding the people who would trust this brand with their recovery.
Through comprehensive human-centered design research, I discovered something crucial: patients weren't just looking for treatment. They were looking for strength, confidence, and the feeling of being "built well" again.
The research revealed that successful physical therapy isn't just about fixing what's broken—it's about building people back up, stronger than before.
The Strategic Solution: BuiltWell PT
The name "BuiltWell" emerged directly from patient insights. It emphasizes:
Strength over weakness
Building up over breaking down
Wellness as the ultimate goal
Quality craftsmanship in their approach to healing
But the name was just the beginning. The entire brand identity needed to reflect this philosophy of strength, recovery, and lasting transformation.
The Complete Brand Transformation
Research and Renaming Strategy: Deep patient and market research informed every decision
Logo Design: Created a mark that feels strong, approachable, and trustworthy
Brand Identity Design: Developed a system that works across all touchpoints
Website Design: Built a digital experience that converts visitors to patients
The Results That Matter
Wayne's testimonial says it all: "She is local and amazing! I highly recommend Mackenzie McKinney! She is very knowledgeable, professional, and will go out of her way to support you. I have been working with her on several projects over the last few months and I am very happy with her work."
But more importantly, BuiltWell PT now has a brand foundation that supports Wayne's expansion plans while truly resonating with the patients they serve.
Why This Matters for Your Business
This project perfectly illustrates why strategic branding is an investment, not an expense:
Research drives results: We didn't guess what patients wanted—we asked them
Strategy before creativity: The name and design emerged from insights, not brainstorming
Positioning for growth: The new brand supports expansion plans
Human-centered approach: Every decision was made with the end user in mind
The Difference Between $3,000 Logo Design and $10,000+ Strategic Branding
Anyone can design a logo. But strategic branding that positions your business for growth? That requires research, strategy, and a deep understanding of human behavior.
BuiltWell PT didn't just get a new look—they got a strategic foundation for growth.
