Project Overview

The American Society of Anesthesia Technologists and Technicians (ASATT) is an international society accountable for maintaining and raising allied health professional standards for anesthesia technology education, patient care and professional competence for anesthesia technologists and technicians.

Harris Marketing Group (HMG) was contracted to help rebuild and strengthen the ASATT organizational brand with a redesigned, modern logo and brand identity, including a new logo mark, fonts, and color palette. The new brand positions ASATT as a forward thinking and technologically advanced society building high standards for its allied professional members.

[image] ASATT Logo
[image] project stages

Project Stages

In addition to industry and allied organizational research, the discovery process analyzed ASATT’s core values, mission, and membership value proposition, in order to work through the strategic planning process to align the societies goals, visual image and messaging.

HMG focused on creating a modernized logo and brand that depicted forward-thinking and technological advancements that align with ASATT’s commitment to patient safety, education, and quality care.

Our team built a cohesive design strategy that brought the brand marks, color palette, and integrated brand design throughout all aspects of the organizational materials and communication tools.

Branding Process

The new brand essence included a modern color scheme, an EKG symbol to represent technology and a face profile that emphasizes the human factor of patient care.

The teal colors and gradients were selected to portray a modern medical environment. The orange was incorporated as an accent color to represent technology and energy and complement the teal.

Our team established a new tagline and messaging for the organization that focused on professionalism, patent care, and education.

To ensure a consistent brand legacy, we developed brand standards and a comprehensive manual for use in implementing the brand nationwide.

Lastly, we implemented the new brand into all print advertising, publications, email marketing, stationary, apparel and merchandise.

[image] ASATT logo development
[image] ASATT web development

Website Development

Our team’s goal was to refresh the look and feel of the website while also automating and organizing ASATT’s online learning, certifications, annual conference and other events. We created an intranet experience for authorized members that is engaging, comprehensive, accessible and one that will enhance the user experience for organizational leaders.


  • Designed reponsive templates for accessibility on tablets and mobile devices.
  • Create sub-domains for ASATT’s events and conferences.
  • Programmed registration, pricing module, payment processing, and a robust back-end reporting system to aid in event management.
  • Consolidated all online learning under a new “Academy” sub-brand with custom application processing and review portals.
  • Implemented automated certificate distribution and CEU quizzes associated with their quarterly publications content.
  • Coded an animated ticker for statistics on homepage.
  • Enhanced access to industry news for members by adding a healthcare RSS Feed, social media and quick links.
[image] ASATT on multiple devices
[image] ASATT on mobile
[image] ASATT on tablet
[image] ASATT Brand Implementation

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