Case Study: American Physical Therapy Association builds a cohesive brand identity with Tenet Partners

American Physical Therapy Association unifies 71 groups with Tenet Partners

The American Physical Therapy Association (APTA) faced a significant challenge with its brand, which was highly fragmented across its 71 specialty sections and state chapters. This lack of a cohesive identity meant the national association was underappreciated by its members. APTA partnered with vendor Tenet Partners to address this brand architecture and strategy problem.

Tenet Partners implemented a comprehensive solution that included collaborative consensus-building exercises, a new visual identity system expressing fluid motion, and a messaging playbook. This provided the framework for a cohesive national brand while allowing individual groups the flexibility to customize their identities. The outcome was considerable excitement and buy-in, particularly as the launch coincided with APTA's centennial. The new approach quickly proved its value, as a major APTA group that was undertaking its own separate refresh hired Tenet to implement the new system, demonstrating its power at all levels of the organization.

American Physical Therapy Association (apta)