ALLCARE empowers long term chronic pain sufferers to self-treat and eliminate their pain for life. Dr. Ofir Isaac's mission is to teach basic neuroscience principles, so patients learn to 'reset' brain to body neurotransmitters that simply remain stuck in the 'warning' mode from the original pain-inducing incident. Through focus on and identification of pain origin, ALLCARE helps people help themselves, plus skip the merry-go-round of providers, unneeded injections, surgery and opioid prescriptions.

1. Do it Yourself
Chronic Pain Treatment
Dr. Ofir Isaac empowers clients
to self-treat their chronic pain.
1 IN 5 AMERICANS, OR ABOUT 50 MILLION PEOPLE, SUFFER FROM CHRONIC PAIN.
OF THOSE, ABOUT 19.6 MILLION, SUFFER FROM PAIN THAT INTERFERES WITH THEIR DAILY LIVES.
--2016 CDC, National Health Interview Survey
annodell.com | brand strategy 1

2. MY ROLE
I first conducted extensive research
of the industry, competitors, trends,
best practices plus qualitative
surveys/interviews of the ALLCARE
staff & existing client base, as well
as non-patient chronic pain
sufferers.
From there I developed a feedback system with Dr.
Isaac & select staff members for generating the final
brand strategy & launch ready creative assets for
kick off, including: target clarifications, purpose/
mission, key messaging, tagline, personality,
identity, video series, website, social media & digital
marketing assets, branded facility & print collateral.
annodell.com | brand strategy 2
With a 15yr old, successful, single location, physical therapy practice-
Dr. Ofir Isaac felt the pinch of reduced insurance plans & the limitations
of a sole proprietor operation. Committed to helping chronic pain
sufferers manage or eliminate their issues through non-invasive & non-
addictive means he realized the need to establish a recognizable brand
& additional ways to increase revenue, including raising his patient
numbers.
The project explored the user, in depth, through qualitative research
toward creating a holistic brand framework: strategy plus creative, in
which to incorporate next business & marketing steps to better build
recognition as well as equity.
The following is a summary of the process & results.
OBJECTIVES
• Increase patient numbers –walk-in,
referral & through online channels.
• Develop additional revenue streams
• Develop a holistic brand Strategy to
formally launch the new ALLCARE
Physical Therapy toward increasing
awareness, engagement & equity.
A ubiquitous multi-media billboard
working 24.7.365 to promote:
influence & sales.
• Develop a broad scope of Creative
Assets supporting the strategy goals.

3. annodell.com | brand strategy 3

4. PROMISE
ALLCARE saves you from:
• wasting time
• needless spending
• being frustrated
• opioid addiction
• the added suffering of
ineffective injections
• the devastation of
irreversible surgery
& empowers you to eliminate
your own pain using targeted
break through exercises based
on the
NEUROSCIENCE
FUNDAMENTALS OF PAIN
that can relieve & even eliminate
your chronic pain.
Period.
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• Desperate from having
already tried everything
without results.
• 30-75yrs men & women
• athletes
VALUE PROP
TARGET
ALLCARE helps
You Fix You.
Be an Active Agent of your
chronic pain elimination.
‘Bleeding Neck’ Sufferers

5. CULTURAL
• Tendency to self
isolate/Feel alone
• Core group [40-60yrs]
born 1960-1980
• Bombarded by clickbait
• LIMITED BELIEF: in
western medicine I must
see an MD & be prescribed
something to get well.
• STIGMA: chronic pain
leads to opioid addiction,
pain induced isolation.
TENSION
COMMUNITY
• On average, a chronic pain
sufferer sees a GP first, &
then sees at least 2 other
specialists, including a
Neurologist & Orthopedist,
before finally booking an
appointment with a
chronic pain specialist.
annodell.com | brand strategy
EMOTION:
FEAR + SHAME
• Fear of being stuck like
this forever.
• I am such a loser.
5

6. PURPOSE
To empower people to self treat
their chronic pain themselves.
AUTHORITY
‘Getting to the root cause of pain
plus empowering people to treat
themselves –anytime, anywhere- is
my ultimate personal mission.
-Dr. Ofir Isaac, recognized Physical
Therapist & former chronic pain sufferer
TAGLINE
Pain elimination for life.
Be an active agent of your pain
elimination.
The truth will set you pain free.
BOLD CLAIM
92% of chronic pain symptoms
are not muscular-skeletal but in
fact a stuck neuro-transmitter that can
only be properly reset through self-
directed effort.
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PASSIONATE EXPERT + VISIONARY
[who’s a little out there, that’s WHY you’re lucky]
HELPING PEOPLE GET BACK TO NORMAL.

7. ‘To educate & coach
people to relieve,
recover from & eliminate
their chronic pain 100%
THEMSELVES anytime &
anywhere.’
For debilitating or chronic pain sufferers, who have tried everything
without adequate results,
ALLCARE is a NEIGHBORHOOD WALK IN
PAIN EDUCATION & COACHING CLINIC
MISSION
MOTTOS
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‘We envision a world full of
people feeling fully active & self
expressive of their purpose &
passions,
because they are NOT held back by
physical pain.’
VISION
‘To educate & coach people
to relieve, recover from &
eliminate their chronic pain
100% THEMSELVES
anytime & anywhere.’
POSITIONING
designed to both inform & empower customers with the basics of pain neuroscience
such that they can relieve, recover from or eliminate their pain themselves.
Unlike the typical PASSIVE healthcare experience, in which the provider
be it doctor, specialist, chiropractor or physical therapist- is viewed
responsible for patient results, ALLCARE’s approach to physical pain relies
upon the patient’s ACTIVE participation & commitment
--cultivating their intellectual grasp of what’s happening in their body
along with their openness to try something totally different,
for a 6-8 week period or more, that actually offers them the
potential to achieve lifelong pain recovery for themselves--
without scans, tests, meds, injections, surgeries, side effects,
multiple copays or time-wasted.

8. ARCHETYPE
SEMIOTICS
ATTRIBUTES
AFFINITY
truth/honesty
pure/simple
curiously different
neuroscience heritage
neighborhood apothecary
1] Periodic Table of
pure elements.
2] Tincture
/Apothecary bottles.
3] Scientific Formulas
for pain neutralizing
chemicals released in
the body from DIY
self treatment.

9. BROOKLYN
GREEN DAY SONG
BROOKLYN
MEME-ish vintage stuff

10. HOW TO VIDEO
SERIES
BRANDED
FACILITY
MEDIA
‘MEN’S HEALTH COUNCIL EDITOR’
PUBLISH BOOK
PRODUCT
DEVELOPMENT
THOUGHT
LEADER
PERSONA
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DR. OFIR ISAAC IS THE
‘PAINFREE MAVERICK’
‘YOU FIX YOU’
‘IN THE HEART OF BROOKLYN’
‘HERBAL EXTRACT
BRAIN SUPPLEMENTS’

11. annodell.com | brand strategy 10
WEBSITE
FACEBOOK AD
LANDING PAGE
ENEWSLETTER
UNIFORMS
CTA GRAPHIC

12. A
C
annodell.com | brand strategy 11
LOGOS
ALLCARE
ICON
A B C 1 2 3 A B C 1 2 3
A B C 1 2 3 A B C 1 2 3
A B C 1 2 3 A B C 1 2 3
PALETTE
ARVO
ROBOTO CONDENSED
AVENIR
TYPOGRAPHY

13. annodell.com | brand strategy 12

14. annodell.com | brand strategy 13

15. PURPOSE
To empower
people to self treat
their chronic pain
themselves.
ALLCARE exists to educate
people about the basic
underlying neuro-science
principles of their chronic pain
plus teach them targeted
exercises that help them
manage, reduce or completely
eliminate it altogether.
BOLD CLAIM
ONLY YOU CAN FIX
YOU – a
neuroscience
based proof point.
.
VISION
Standing for a
vibrant world where
even people with
chronic pain live
their lives to the
fullest
https://amrita.ca/portfolio/business-design-chronic-pain-sufferers/
https://educatingwithmultiliteracies.wordpress.com/category/semiotic
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https://brandpersonalities.com.au/personalities/the-creator/
https://championingscience.com/2018/06/21/use-story-structure-and-
the-abt-model-to-make-decision-makers-care-about-your-science/
https://www.botany.one/2014/03/randy-olson-abt-model/
https://covalentcareers.com/resources/understanding-the-economics-
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