communication design

TSCA Rebrand, Strategy, Positioning & Website Launch

TSCA is a private graduate school in New York City established in 1979. It is considered among the world’s most prestigious schools for acupuncture and integrative medical studies.

Tri-State has trained nearly 1000 acupuncturists, and is considered one of the best acupuncture schools in America. Located in New York City, the college offers a dynamic, hands-on education in acupuncture, Chinese herbology, and related acupuncture modalities. The college is committed to providing a diverse education that honors both classical traditions and modern approaches in the training of acupuncturists.


Over the course of the last year, SCG helped TSCA bring the quality of their education into their brand through our full "Brand DX" process. We sat down with students and faculty to assess their needs throughout the process, continuously iterating and improving with their feedback.

We also helped them develop their new tagline and descriptor:

Three Styles in Three Years.
The World of Acupuncture at Your Fingertips.

The result is a new and improved brand and online presence rooted in their core institutional values. 

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RWJ Barnabas Health Playbook Summary


This collaborative project was designed with Karen M. Proctor, founder and principal of Harbour Workshop LLC. Karen wrote several iterations of this Playbook summary for RWJ Barnabas Health in an effort to bring her strategy, which she built alongside leaders at Barnabas, to life.

This document, the practice playbook, serves a dual purpose. It lays out the design of RWJBarnabas Health's social impact and community investment practice, outlining the practice's structure and fundamental operational guidance. The document also offers a phased action strategy that serves as a resource to guide the practice's initiative planning, decision-making, and resource allocation.


The playbook provides:

  • A practice description framed as a business model.
  • Structural considerations for practice operations.
  • A practice theory of change and programming recommendations.

The playbook uses strategy frameworks shaped by research and widely shared recommendations from various sources including the World Health Organization, the Centers for Disease Control and Prevention's Healthy People 2020 initiative and the New Jersey Department of Health's Healthy New Jersey 2020 initiative.