Client: American Academy of Orthopaedic Foot and Ankle Surgeons (AOFAS)

Scope:  Foot and Ankle Sufferers Worldwide

Mission:  Create New Identity, Content Strategy, Web Site, and Community Relations for the American Academy of Orthopaedic Surgeons (AOFAS).

Key Insight:  America's Foot & Ankle Surgeons are Medical Doctors (M.D.'s). Podiatrists are not. Yet, few people understand the difference, or the difference it makes! By rebranding AOFAS from an unrecognizable acronym to, a vibrant, branded online presence, the association achieved a new dimension of recognition and popularity.


" has done for Foot and Ankle Surgeons what few other medical associations have been able to bring to their association Websites...a human face! - HON

For foot and ankle sufferers everywhere, is sure-footedly "an unparalleled feat on the Web — an oasis for aching feet online." - New Yorker Magazine Blog

High-heel fashionistas have a far better solution to amputation. It can be found on" —The New York Times

Categories: Advertising/Collateral, Branding, Content, CyberJournalism, E-Commerce, Health Care, Identity, Link Building, Local Search, Naming, New Product, Online Awards, Place-Based, SEO, SEP, Social Media, Video, Web Architecture