AYMI
← Back to proposal
CREATIVE PREVIEW · PREPARED FOR RORI CARE · JUNE 2026

Six concepts. Two surfaces.
One voice that knows the category.

A preview of the creative system AYMI would build for Rori Care — identity-neutral, claim-free, evidence-fluent. Designed for the parent at 10pm and the practice owner the week of a board review.

6
Concept master frames
2
Surfaces · Family / Brand
~24
Production assets per winner
IHOW TO READ THIS PACK

Six masters. Two registers. A system, not a portfolio.

Each frame below is a fully-composed concept — copy, layout, and register baked into the image. Pick the winners; we'd expand each one into the full placement set.

I.
Identity-neutral & claim-free.
Per the AYMI healthcare-vertical house rules: no patient faces, no demographic cues, no on-frame outcome statistics. The proof is in the body copy and the landing page — never on the ad. (Until a named pediatric ABA case study exists in AYMI's library.)
II.
Two surfaces by design.
Bucket A — Family Acquisition. The parent at the decision moment. Bucket B — Brand Authority. The top-of-funnel trust register. Rori needs both; the funnel does too.
III.
Copy baked in.
Every concept is presented as it would ship — headline, eyebrow, supporting line, wordmark, all composed inside the image. No HTML overlay. The fidelity here is the fidelity in market.
BUCKET A · FAMILY ACQUISITION

The parent at the decision moment.

Three frames built for the families actively comparing providers, payers, and intake speed. Paid social + paid search + service-area lander.

Concept A1 — Personalized ABA. BCBA-led.
A · 01 4:5 · FEED

Personalized ABA. BCBA-led.

The positioning trio in Rori's own language. Lead frame for parents starting their first ABA search — calm, credentialed, in-network.
PERSONA · THE NEWLY-DIAGNOSED PARENT
Concept A2 — Insurance, verified before your first call.
A · 02 4:5 · FEED

Insurance, verified before your first call.

The friction-killer. Names the single biggest reason families switch providers in this category — and signals Rori has it handled.
PERSONA · THE INSURANCE-STUCK FAMILY
Concept A3 — ABA therapy that meets your child where they are.
A · 03 4:5 · FEED

ABA therapy that meets your child where they are.

A triptych of the three delivery modes — clinic, in-home, telehealth. Flexibility, named visually. For families researching modality before they commit.
FUNCTION · THE 7-SERVICE-AREA MAP
BUCKET B · BRAND AUTHORITY

Top-of-funnel trust. The voice the parent finds first.

Three typographic frames built for organic surfaces, awareness placements, and the editorial parent-decision content. Slower frames; bigger compound.

Concept B1 — The 50% More Care Promise.
B · 01 1:1 · FEED / DISPLAY

The 50% More Care Promise™

Rori's own trademark, leaned into. The wedge no other Bay Area ABA practice owns — made the headline.
SURFACE · THE AI THESIS, AMPLIFIED
Concept B2 — Neurodiversity-affirming. Evidence-based. Family-centered.
B · 02 1:1 · FEED / DISPLAY

Neurodiversity-affirming. Evidence-based. Family-centered.

The three words Rori already uses about itself — arranged so the parent who searches for "modern ABA" knows they've arrived.
SURFACE · POSITIONING TRIO
Concept B3 — There is no one ABA. There is the one that fits this child.
B · 03 4:5 · FEED / EDITORIAL

There is no one ABA. There is the one that fits this child.

For the curious-pediatrician parent who has read the critique of ABA. Names the historical concern, then answers it. Editorial register.
PERSONA · THE CURIOUS-PEDIATRICIAN PARENT
IIHOW EACH WINNING CONCEPT EXPANDS

One winner. Four placements. Twenty-four production assets.

Each concept above is a master. Once picked, we'd build it out into the full placement set, multiple copy variants, and a matched lander block.

EXAMPLE EXPANSION · A · 02

"Insurance, verified before your first call."

A2 master frame
MASTER FRAME · 4:5

What ships from one winner

The 4:5 master above is the start. From one approved concept, we'd produce the full placement-and-variant set so the concept can run across every meaningful surface Rori targets — without re-running the same fatigued frame.

  • 1:1Square feed unit for IG/FB grid presence and brand display
  • 4:5Primary IG feed unit — the master shipped above
  • 9:16Stories / Reels / TikTok vertical — recomposed (not cropped) for full-bleed
  • 16:9Display, YouTube, and landing-page hero
  • COPY5 headline variants · 3 primary-text lines · 2 CTA tests
  • LANDERMatching above-the-fold lander block + payer-list module on the corresponding /lp/ surface
IIIWHERE EACH FRAME WANTS TO RUN

Surface fit. One read, across the whole pack.

Ratio
Surface
Use
Priority
4:5
Meta Feed
Primary IG/FB placement — the master frame for A1, A2, A3, B3. Highest reach per dollar in the category right now.
LEAD UNIT
9:16
Stories / Reels / TikTok
Recomposed full-bleed for vertical surfaces — not a cropped 4:5. Built only for the concepts that win the master pick.
FOLLOW-ON
1:1
Feed / Display
B1 and B2 ship native as squares — the typographic register reads cleanest here. Also a grid-presence anchor on IG.
NATIVE
16:9
Display / YouTube / Lander hero
Recomposed for landscape surfaces. Single hero strip on the corresponding service-area landing page.
FOLLOW-ON
IVSAMPLE COPY BANK

Headlines and primary text we'd test once the masters are picked.

A small starter library — what the variant tests would draw from for the winning concepts.

Headline variants · Family register

  • "Personalized ABA. BCBA-led. In-network with 14 payers."
  • "Comprehensive autism care, built around your child."
  • "Bay Area ABA therapy. In our clinic. In your home."
  • "Insurance, verified before your first call."
  • "There is no one ABA. There is the one that fits this child."

Primary text variants · The first 90 characters

  • "BCBA-led ABA therapy in San Jose, Oakland, and across the Bay Area — in-network with Aetna, Anthem, Blue Shield, Kaiser, UHC, and more."
  • "AI-augmented, evidence-based, neurodiversity-affirming. Bring your insurance; we'll verify the rest."
  • "Comprehensive care from a BCBA-led clinical team, with the 50% More Care Promise™ built in."

CTAs · The button

  • BOOK_INTAKE_CONSULT
  • VERIFY_INSURANCE
  • LEARN_MORE
  • GET_STARTED

Body register guardrails

  • Never "cure," "fix," "normalize."
  • "Personalized" over "tailored." Plain over clinical.
  • Payer logos visible when applicable; the parent searches by payer.
  • Lower-case "rori care" mark, always.
  • The 90% progress claim belongs in body copy — never baked on the ad.
PRODUCTION ANCHOR · A NOTE

Production frames will anchor to real Rori imagery where any imagery is used.

These six concept masters are AI-rendered editorial still life and typography — identity-neutral, claim-free, and built to make the strategic call clear. Once a concept is picked, production frames anchor to real Rori interiors and approved photographic assets where photography is used. No patient or family imagery, ever. No simulated likenesses of clinicians without consent.

VNEXT STEP

Pick the winners — we'd build the full set.

On the scoping call, we'd walk this pack, lock the masters Rori wants to lead with, and queue the 4-placement build-out for the first sprint.

← Back to the proposal