Recognized as the leading clinical decision support software, Visual Dx, founded as Logical Images in 1999, turned to A+A to develop an experience strategy for the next phase of growth. Established as a diagnostic database of dermatological images, the business was expanding its visual-based diagnostic methodology to all of medicine. A+A made strategic recommendations for realigning the brand architecture, including dropping the founding name, and mapped the UX architecture for both the diagnostic software and the online communications platform.