Breathing New Life Into a Legacy of Results
Sherman-Abrams Medical Laboratory has served the New York metro area for over 50 years, recognized as Brooklyn’s foremost full-service clinical and anatomical pathology lab. Firmly positioned at the intersection of accuracy, reliability, and technology leadership, Sherman-Abrams delivers diagnostically valuable results for top physicians and walk-in clients alike, supported by a culture deeply rooted in community service and clinical excellence.
As their conservatively themed lab underwent a significant technology upgrade, Sherman-Abrams partnered with GCNY to reimagine its brand for today’s healthcare landscape. The mission: convey innovation, human warmth, and market agility, without losing the distinguished legacy and patient-centered promises that have defined the company for decades.
What we did
- Advertising
- Brand Identity
- Brand Positioning
- Brand Strategy
- Campaigns
- Digital Marketing
- Print Collateral
- Websites
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The Turning Point
Innovating Without Compromise
The challenge was to synthesize tradition with a visual and verbal identity that felt modern, credible, and energetic. Sherman-Abrams needed to signal state-of-the-art capabilities and a dynamic corporate presence without losing the accessibility and trust at the heart of the brand. Our goal was a systemic rebrand. From a critical facelift to cohesive messaging, we balanced bold technology cues with a personable, community-first ethos.
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The GCNY Partnership
A Modern Lab With Heart
GCNY guided Sherman-Abrams through a process of repurposing and revitalizing their core legacy into a completely fresh identity. The new look and messaging reflect an active, perpetually climbing leader, pairing youthful energy and stylistic confidence with the gravitas of a reputable, established institution. Every design, from freshly structured medical forms and branded promo items to a streamlined landing page and business cards, was tailored for cross-market appeal, sustainability, and memorable impact.
The result is an identity that sits at the sweet spot between innovation and tradition, visually striking yet approachable, corporate yet never sterile. Throughout, key advantages like rapid turnaround, accuracy, accessible services, and patient-first care remain front and center, as a visual and emotional cornerstone. -
Results
-
38%
increase in client engagement and inquiries.
-
52%
increase in website traffic and landing page conversions.
-
34%
growth in doctor referrals and new accounts.
-
-
The Turning Point
Innovating Without Compromise
The challenge was to synthesize tradition with a visual and verbal identity that felt modern, credible, and energetic. Sherman-Abrams needed to signal state-of-the-art capabilities and a dynamic corporate presence without losing the accessibility and trust at the heart of the brand. Our goal was a systemic rebrand. From a critical facelift to cohesive messaging, we balanced bold technology cues with a personable, community-first ethos.
-
The GCNY Partnership
A Modern Lab With Heart
GCNY guided Sherman-Abrams through a process of repurposing and revitalizing their core legacy into a completely fresh identity. The new look and messaging reflect an active, perpetually climbing leader, pairing youthful energy and stylistic confidence with the gravitas of a reputable, established institution. Every design, from freshly structured medical forms and branded promo items to a streamlined landing page and business cards, was tailored for cross-market appeal, sustainability, and memorable impact.
The result is an identity that sits at the sweet spot between innovation and tradition, visually striking yet approachable, corporate yet never sterile. Throughout, key advantages like rapid turnaround, accuracy, accessible services, and patient-first care remain front and center, as a visual and emotional cornerstone.
-
Results
-
38%
increase in client engagement and inquiries.
-
52%
increase in website traffic and landing page conversions.
-
34%
growth in doctor referrals and new accounts.
-
Kept
