SPEAR Physical Therapy: Multi-Site Brand Overhaul (28 Locations)
SPEAR underwent a major rebrand in 2021, which required auditing and replacing branded materials across 28 clinic locations throughout the NYC metro area. I was selected to lead the physical asset audit and rebranding logistics. My goal was to ensure every branded sign, poster, decal, and visual identity matched the new brand language—on time, on budget, and with minimal disruption to patients.
My Role
IT & Process Improvement Project Assistant
Team
IT & Operations
Timeline
Oct 2022 - Nov 2022
My Responsibilities:
I conducted on-site audits with a teammate, created a photographic catalog of all signage and branding assets, and compiled this into an Excel master inventory. I partnered with the marketing team to validate new assets and worked closely with installers and building management to schedule work during active clinic hours without disrupting operations.
Tools and Methodologies Used:
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Excel served as the backbone of asset documentation. I photographed each item, logged dimensions, materials, location, and installation complexity.
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We used a phased audit approach: joint visits to standardize methodology, independent audits to scale coverage, and a pivot table summary for CEO review.
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Waterfall methodology governed the transition stages: audit, procurement, removal, and installation.
Challenges & Solutions
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Scheduling installation posed a unique challenge. Many buildings only allowed work during short windows that overlapped with clinic hours. To address this, I collaborated with clinic staff to temporarily reorganize space during installation windows.
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By coordinating furniture placement dynamically, we avoided service disruption. Additionally, splitting the audit geographically helped balance team workload and ensured faster data collection.
Key Outcomes & Metrics:
All branding transitions were completed on time and within the marketing team’s allocated budget. I delivered a CEO-ready report that visualized all locations, branding changes, and progress. My Excel tracker became a standard for future multi-site operational audits.
Lessons Learned:
I learned the power of flexible planning and real-time adaptation. Dividing fieldwork across two people effectively requires empathy, planning, and respect for teammates’ geographic and workload constraints.
Project Artifacts
