CASE StudY —

AAA Ambulance Service Branding

Case Study

AAA Ambulance Service, 360° Emergency Medical Service for Southeast Mississippi Since 1965

What started as an initial project for the design of AAA company story video, later evolved into a longstanding and beautiful working relationship between MOCS and AAA, consisting of many elements for their brand’s communication, that continues to grow.

what we did
  • Brand Strategy
  • Messaging
  • Copywriting
  • Website Design & Development
  • Information Architecture
  • Photography
  • Videography

The Challenge

Helping AAA Ambulance Service, a historical, well-established, and well-respected Emergency Medical Service, increase community  awareness for its brand and the  services it offers, beyond just  emergency medical transport.

The Solution

A new website, new copy, corporate photography, videography, and brand strategy that supported AAA as the community leader in the EMS space that improves the quality of life of their communities through a multi-faceted healthcare system.

Developing the Strategy

MOCs’ Chief Strategist, Mo Ismail, led the strategy development workshop with CEO Wade Spruill and C-SUITE leaders. Additionally, internal stakeholder interviews and community surveys were conducted to establish the brand’s strategy for AAA Ambulance Service. MOCs uncovered the essence of the brand – the attributes that defined the brand’s personality. Additionally, they solidified the customer base and prioritized the company’s goals and needs. This became the foundation for the website build, messaging, and overall ongoing creative direction.

Understanding the audience

AAA Ambulance is a Mississippi EMS company. Its audience are Mississippi natives who are aware that they have an ambulance service in their communities, but are not privy to the depth of AAA beyond an ambulance ride. To understand the needs of this audience, we created unique user profiles as representation. This created a blueprint of their demographics, psychographics, needs and wants.

Brand Definition

Using designated exercises to get to the root of what makes AAA Ambulance Service special, we were able to uncover and curate the intricacies of the brand. Ultimately, this defined the brand’s personality – AKA: if the brand was a person how does it look, how does it sound, how does it act, and how do the people interacting with it feel afterwards.

Brand Positioning

Once we established AAA’s brand and solidified who it served, we were able to then craft a positioning statement that embodied the cooperative. This positioning served as the guiding torch for all its creative direction.


Beyond how the brand looks and feels, we identified how the brand needs to communicate with the world and its target audience. Via market research, we created the brand’s tagline, and the messaging foundation for how it will present itself communicatively across future digital applications – website and marketing efforts.

Website Redesign & User Experience

A community-centered and on-brand Digital Experience. MOCS redesigned AAA’s Website. The objective was to cook up a site that was easier for members to navigate when it came to billing and power outages, and encourage member enrollment for online accounts.

Their existing site needed simpler information architecture, so we organized a more user-friendly site map. The site content was organized and prioritized around key behaviors.

Mobile-Centric Design

Website traffic is primarily happening on mobile. To provide users with a simple and optimized experience upon visiting AAA’s site, one of our main goals was to ensure that the design was responsive regardless of the screen size, whether it be a tablet or mobile.


Photography brings a company’s identity to life visually. Much of what makes AAA standout as a leader in its space is its people and advancement in technology. MOCS set out to capture just that.


AAA wanted to convey the essence of their company in a manner that would encourage their audience to seek more information while becoming more aware of AAA and all that it has to offer in its community. MOCs created a video ad campaign that captured the brand story through motion and narrative.

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