American Academy of Family Physicians

Going from traditional to trailblazing.

The American Academy of Family Physicians (AAFP) had an image problem. Once seen as the stodgy establishment, AAFP needed to shed that perception and position itself as a modern advocate for every stage of a physician’s career. Rebranding wasn’t just about shifting market perception—it also meant rallying their own vast network of members and staff.

Fire up your people. Your audience will follow.

A brand doesn’t live in a logo. It lives in the people who carry it. We knew that if staff and members weren’t energized, the public never would be. So, the first step was to ignite pride and passion internally. After all, brand is everything, and everything is brand. So a new brand was born: Logo, positioning, messaging and all.

Operation Torchy.

We built an immersive brand experience around AAFP’s annual employee meeting—turning what could have been another dull rollout into a full-blown brand takeover. From banners and vinyl graphics to every wall, hallway, and touchpoint, AAFP’s flagship building became a living expression of its new identity and central message: Their journey is our purpose. The identity, nicknamed “Torchy,” lit a fire across the organization—literally and figuratively.