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Two thriving oncology practices in Idaho Falls, Idaho merged to create Teton Cancer Institute, an affiliate of Mountain View Hospital. MVH administrators approached FTC to create a new brand to encompass the vision behind the exciting merger.
 Brand/Identity Development: The FishTale team developed a new brand identity, including: logo and business system. We conducted focus groups with cancer survivors and cancer care providers in order to fully understand our target audience.
 New Patient Guidebook: Using the theme of cancer treatment as a journey, we developed a 150+ page new patient guidebook to establish TCI as the region’s leader in cancer care and boost patients’ confidence that the cancer care team would be there to guide them every step of the way through treatment.
 Website: A continuation of our “journey” theme, the FishTale team created a new, award-winning multi-layer Web site to guide patients along their treatment and become one of the region’s riches resources for information about cancer treatment.
“Courtney possesses the unique ability to take large, complex branding challenges and distill them into a concise messaging and branding vision. I went to Courtney when we were faced with bringing two very successful, very unique cancer centers that Mountain View had acquired and putting them under one roof, one brand. She spent the time necessary to understand the unique characteristics of each unit, to get to know the vision from each of the providers, and to understand the administrative constraints within which she had to work. Out of all of these valuable parts, Courtney created a cohesive whole-and our newly branded Teton Cancer Institute emerged. The branding, patient education materials, and overall creative vision she and her team delivered will continue to drive TCI well into the future as we expand our cancer services into our region- allowing us to serve an even greater number of patients during this most challenging of times in their lives.” Joshua Tolman, Chief Operating Officer, Mountain View Hospital.