The American Academy of Sports Physical Therapy needed an update. The 7000-member-strong academy has been around for 50 years and wanted to spruce things up for its 50th anniversary.
The academy’s logo hadn’t been updated in decades—except to reflect their support of the 100th anniversary of their parent organization, the APTA, in 2022.
Since sports physical therapy is the sole focus of the academy, I felt it should feature more strongly in the branding. Not only did I change the web address from aaspt.org to SportsPT.org, but I also delivered a new logo and tagline to underscore their focus further.
The academy’s original website did not reflect its sports specialization, did not function on mobile and was using outdated database technology:
I moved the academy to a new database-driven platform, iMIS, and redesigned the site to be much simpler, more sports-focused, and reactive to display beautifully on mobile.
The year before, the Academy started a new annual meeting called AMSC (Annual Meeting and Scientific Conference). This was their original promotional branding and schedule design:
I felt the last thing the medical world needed was another acronym, so I proposed we transition from AMSC to “SportsConnect,” emphasizing (again) sports, and networking, which is one of the primary reasons members join the organization. I proposed we call it AMSC: SportsConnect in 2022, then in 2023, it becomes SportsConnect: Annual Meeting & Scientific Conference, slowly phasing out the acronym.