Society for Vascular Surgery

Case Study: SVS – Elevating the Member Brand

Overview

The Society for Vascular Surgery (SVS) is the professional medical society representing vascular surgeons. Its mission is to advance excellence and innovation in vascular health through education, advocacy, research, and public awareness.

The Challenge:

SVS had long been recognized as the leading voice in vascular surgery, yet members consistently cited “branding” as their #1 strategic priority — a signal that something deeper was at play. While the Society had a respected reputation, both internal member sentiment and external awareness of the specialty were misaligned with its clinical importance and evolving role in comprehensive vascular care.

SVS engaged Springboard to guide its leadership through a critical strategic question:
Should the Society invest in branding itself — or reframe its strategy to elevate the visibility and value of the specialty it represents?

Springboard’s Approach: 

Strategy That Starts With Listening

Using our Shape framework, Springboard led SVS through a multi-phase process grounded in research, co-creation, and clarity of purpose:

  • Phase I: Immersion

We began by aligning with SVS leadership on what success would look like for the Society, its members, and the broader field of vascular surgery. Early conversations revealed a sense of urgency to position the specialty for the future, not just enhance the Society’s brand presence.

  • Phase II: Research

We conducted in-depth interviews with key stakeholders, referring physicians, and healthcare leaders, as well as a strategy-driven brand workshop with the member committee. Insights revealed that the core challenge wasn’t visibility of SVS itself, it was a lack of public and professional understanding of what vascular surgeons do, and why their role in healthcare is indispensable.

  • Phase III: Strategic Insight

Springboard helped SVS reframe the problem: the goal was not to brand the organization but to brand the profession. Through this strategic pivot, we co-created a cohesive, future-focused identity for vascular surgeons — one that would serve as both a messaging platform and a unifying rally cry across diverse audiences.

The Outcome: 

A Brand for the Specialty, Backed by the Society

SVS emerged from this engagement with a clear, compelling, and aspirational brand identity for vascular surgeons that:

  • Educates the public and healthcare community about the unique expertise and value of vascular surgeons

  • Differentiates the specialty from overlapping disciplines

  • Unites members around a powerful professional narrative

  • Elevates SVS’s own role as a champion and steward of the field

This strategic shift allowed SVS to redirect its brand investment toward member advocacy, specialty positioning, and national awareness efforts — delivering impact far beyond a traditional rebrand.

SVS Theme-1

Why It Matters

For professional associations and societies navigating brand and mission alignment, Springboard offers more than surface-level positioning; we bring strategic clarity that unlocks influence, relevance, and organizational confidence.

In the case of SVS, we didn’t just craft a message; we helped define a movement.

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