Shape and Color are Heroes of This Brand Story
Company
Back in Balance
Dr. Jessica Franco,
Dr. Rich Manley
Project Scope
Positioning
Narrative
Brand Voice
Brand Identity
Production
Jessica Franco and Rich Manley are deeply passionate about their work as chiropractors. Their commitment drives them to create a business rooted in purpose, knowledge, and a customized approach to patient care. However, their brand was failing to communicate their unique approach to healthcare and was getting lost in a saturated market.
Jessica and Rich saw significant business potential in targeting a younger demographic with their Pilates studio and customized holistic wellness plans. Unfortunately, their marketing efforts and incentives, like discounts, were falling short due to a bland and uninspiring brand identity, a lack of cohesive collateral, and an ineffective marketing strategy.
Hero Story
Although our clients wanted to dive straight into design, we decided to take a step back and thoroughly investigate the market. Our research revealed that chiropractic offices in the area shared a remarkably similar brand expression. From the start, our goal was to create a brand that would stand out in this competitive landscape.
We established three key goals for the new brand identity, which became our Guiding Principles for the project:
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Attract client's ideal audience—athletic young professionals
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Reposition the client as an expert with a purpose
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Express their values of a holistic approach to chiropractic work
OUR STRATEGY
Our strategy sessions revealed that while our clients wanted to share their expertise, their communication was inconsistent across different platforms. We created a unified brand voice and developed a comprehensive social media plan to showcase the owner's knowledge effectively.
THE STORY
One of the practice's core principles is a holistic approach that extends beyond chiropractic care to include Pilates, yoga, and massage. The brand needed a symbol—a simple graphic that could convey a story of balance at a glance.
We envisioned a human body on a journey to balance, represented through geometric shapes. A circle, a line, and a rectangle were used to create harmonious compositions that communicate balance and unity.
THE BRAND
To set the brand apart from the wellness sector, we employed a bold use of color. The client, inspired by a dynamic and moody interior design blog, chose a palette that we adapted to fit their desired aesthetic. The result was a bold and grounded look with contrasting values that supported the narrative of balance and stability.
The logo design continued the theme of simple geometry and balance.
The letter "B" was created from a circle and three bars, making it versatile for various applications, including animations. The brand’s geometric simplicity and story of balance allowed for flexible use across multiple touch-points without becoming monotonous.
OUR IMPACT
After delivering the new brand, our client was thrilled and promptly ordered a new lobby sign featuring the updated logo. Three months later, we checked in and found that the refreshed look had significantly increased brand awareness. The client experienced more walk-ins and improved repeat business. The new social media strategy successfully engaged a younger audience interested in Pilates and customized wellness plans.
NO MORE BRANDS THAT LOOK BLAH.
IF YOU WANT TO STAND OUT FROM THE CROWD, LET'S CREATE SOMETHING BOLD TOGETHER!
