CASE STUDY
A community of Extraordinary Care
01 THE CHALLENGE
In the Princeton, New Jersey community, a team of world-class, board-certified surgeons built a best-in-class orthopedic practice over two decades. Even though they were the best orthopedists in the region, they faced a significant business challenge. Private-equity funded clinics were out marketing them and taking a disproportionate share of the market.
02 OUR APPROACH
As we got to know the team at POA, their “reason for being” was clear. POA existed to provide their community with extraordinary orthopedic outcomes free from meddling insurance companies and hospital administrators. Their freedom and independence gave them the autonomy they needed to practice differently, intentionally, extraordinarily. Still, POA needed to connect their meaning to their market.
03 THE SOLUTION
We brought POA’s meaning to life through our “Community of Extraordinary Care” positioning. We shared the story of POA’s extraordinary talent, techniques and tools. We highlighted their unique focus on collaboration, their patient-centric approach, and their focus on measurable outcomes. We brought these stories to life visually, optimized their media and patient-acquisition strategy, and equipped them with the tools they needed to make meaningful impact in their community.
After implementing Throughline’s brand positioning, POA’s revenue via online content is up over 42%. The revenue is directly tied to POA’s meaning-making proposition and their execution of it.
Performance Detail YOY
Online Visibility + 169.3%.
Total Web Traffic + 77.8%.
Appointment Requests + 64%.
Total revenue generated from online content + 42%.
CASE STUDY
BUILDING A BRAND FROM THE GROUND UP
01 THE CHALLENGE
Jesse Gagnon, is a brewer’s brewer. With over a decade of experience in the craft beer industry, Jesse’s taste-making status, depth of spirit, and larger-than-life laugh have made him a well-respected personality at breweries like Mother’s and Ozark Beer Company. But as much as Jesse enjoyed brewing for the best craft brewers in the region, he and his wife Ashlyn nursed a dream. Their vision? Create the first family-run, old-world styled farmhouse brewery serving world-class beer in an atmosphere that celebrates the environment, tradition, craft, and people of the Ozarks. Bringing their vision to life was Throughline’s challenge.
02 OUR APPROACH
We wanted to identify the brewery’s unique throughline—the story that would run through every decision they made. In collaboration with the Gagnons, we explored their mission, vision, values, product offerings, and ten-year strategy. After identifying their archetypal narrative, we developed a brand compass to guide every decision as they prepared to launch their brewery. When taken together, these things formed their throughline, the story that informed their naming convention, logo, and even their architectural and landscaping decisions.
03 THE SOLUTION
With their throughline in place, we chose a name that represented their desire for tradition, excellence, and hospitality—Orthodox Farmhouse Brewery. We designed an iconic logo that incorporated the flora of the Ozarks together with a traditional wheelbarrow, the wheelbarrow you now find on every piece of Orthodox merchandise. The throughline informed entire brand experience, with an experience curated to convey a sense of traditional hospitality in a family farm environment.
In April of 2023, The Gagnons opened the doors of Orthodox Farmhouse Brewery, where a community gathers to enjoy world-class beer brewed in a small-farm setting. As Orthodox continues to expand their operations, a community gathers to enjoy world-class beer in a setting that’s like no other in region.
“Throughline helped us capture our vision and bring our brand story to life. Now, we share that story—the return to the agrarian and community roots brewing—with every beer we pour, every person we hire, every merchandising decision we make, and every plant we put in the ground.”
— Jesse Gagnon, Orthodox Farmhouse Brewery
Special Thanks
Orthodox Logo Design: Andrew Geppelt
Photo of Musicians: Hayely Piatt
Tango Press
CASE STUDY
how brand Value drives acquisition
01 THE CHALLENGE
Tango Press was a best-in-class digital printer and converter (box builder). Large manufacturers and Consumer Packaged Goods companies used Tango for quick turn, short-production print runs (<10,000). Their customer base was both growing and loyal due to Tango’s excellent customer service, quick turnaround times, and high quality.
Because of their growth, Tango had become an acquisition target. They hoped to maximize their acquisition potential, and so, they needed to increase production capacity, enhance their top-line revenue, and clearly communicate their brand value to potential suitors.
We completed discovery research with Tango leadership, scrutinized their financials, and spent time in their production floor in order to understand their production process.
We walked Tango through our Throughline process, developing clear and compelling selling story. Asking what needed to be true for them to live that story authentically, we crafted an operations and go-to-market strategy that would enhance their top-line/EBITDA goals, create alignment on major capital expenditures, and enhance their acquisition value. Throughout process, we delivered a roadmap for growth and a communication strategy to help the industry fully understand the Tango story.
02 OUR APPROACH
03 THE SOLUTION
Tango Press made the recommended capital expenditures, which multiplied their throughput and drove their top-line revenue. They made staffing changes, which put their best people out in the field selling, and they modified their operations to cut back on waste. Aligning every decision with their throughline, Tango was able to reach their financial goals and sell the organization at the multiplier they wanted.
