CASE STUDY: THE KNOW-IT -ALL & DOC

A woman smiling and a man with a wrinkled paper bow on his head sit together on a porch, with trees and a river in the background.

Client Challenge

When I first started working with Eagles Landing Family Practice (during my time at Between Pixels), they had a small collection of clever ads but no long-term strategy to tie their creative together. Their campaigns were sporadic, and while memorable in the moment, they didn’t build a consistent brand identity that audiences could connect with.

Two-story medical office building with signage reading Eagle's Landing Family Practice, and a parking lot with six cars in front.

The Narwhal Approach

I knew ELFP needed an anchor - something (or someone) audiences could remember and associate directly with the brand. That’s where Nancy Knowitall was born.

Nancy was a quirky, lovable healthcare superfan who knew everything about why Eagles Landing Family Practice was the best choice. She brought humor, education, and personality into the brand -transforming healthcare from intimidating to approachable.

Over time, Nancy was joined by Doc, a dad-joke-telling physician who complemented her energy and gave the practice a friendly, familiar “face.” Together, this duo became the recognizable voice of ELFP.

Woman wearing bright green glasses with curly red hair in a room with a lamp in the background.

A graphic with a pink background showing a woman in glasses pointing to a screen, with the text 'That even superheroes need screening'. Next to it, a photo of a man and woman sitting on a couch, smiling, with the green text 'We're there when you need us'.

Creative Execution

Launched Nancy Knowitall as a recurring brand spokesperson, starring in a series of comedic, relatable ads that highlighted ELFP’s convenience and care.

Expanded the brand universe with Doc, a warm, joke-cracking physician inspired by characters like Progressive’s Jamie.
Wove both characters into brand campaigns, seasonal ads, and even service-specific promotions, creating continuity across years of marketing.

These ads were written and directed by Heather

Results & Impact

Nancy & Doc became the longstanding faces of Eagles Landing, used for years across campaigns.

Helped humanize the brand, making healthcare feel accessible and even fun.
Built continuity that carried through to Eagles Landing Health and eventually supported the transition to Aylo Health.
Increased brand awareness and patient bookings over the course of 5 years.

Key Takeaway:

Characters create connection & stand out

Cute cartoon narwhal with a pink body, orange striped horn, and small fins, swimming underwater with bubbles.

By giving ELFP recognizable personalities, we turned sporadic ads into a brand identity people remembered and trusted for years.

Ready to dive in?

If you’re ready to stop blending in and start making waves, book a free 15 minute Captain’s Chat today!