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Shape and Color Heroes of a Rich Story


Back in Balance

Dr. Jessica Franco,

Dr. Rich Manley


Project Scope



Brand Voice
Brand Identity


Jessica Franco and Rich Manley are very passionate about their work. Their commitment drives them to create a business fueled by purpose, knowledge, and a customized approach to treating patients. Their brand, however, was not communicating their unique approach.


Long Term Thinking

While researching the client’s competition we noticed a very consistently similar almost templatized brand expression of all the chiropractic offices in the area. Our goal from the start was to create a brand that was to stand out in the competitive landscape.


The identity's function was threefold:
1. To attract the ideal audience — an athletic young professional
2. To reposition the client as an expert with a purpose
3. To express the values of a holistic approach

Who Are You?

Our strategy sessions revealed that our clients wanted to share their knowledge with the world, but their communication varied across many different platforms. We created a consistent way the brand would speak with the audience. 

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Hero Story

The Hero Tells the Story of Balance and Harmony

One of the pillars of the practice is the client’s approach to the holistic treatment of the body, which goes beyond chiropractic and relies on pilates, yoga, and massage. The story needed a hero—a simple graphic that could tell that story. We wanted that idea of balance to be evident at a glance.

We envisioned a human body on a journey to balance—a story expressed through geometry that was either on or off balance. The shapes: a circle, a line, and a rectangle became the storytellers.

The logo mark and typography became flexible, and the entire system emphasized relationships between separate forms, coming together in harmonious compositions. 


One of the most unexpected ways that we set the brand apart from the wellness sector was through the bold use of color. The client was very adventurous in their choices and referenced an interior design blog that featured a very dynamic and moody space. We adjusted the palette to fit their desired scheme. The overall impression— bold and grounded look with good contrasting values that support the narrative of balance and stability.

The Shape Tells a Story

Letter "B" is comprised of a simple circle and three bars and is the foundation of the logo, but can be easily broken apart, and utilized for storytelling purposes in a dynamic and thoughtful way. If the shape is our hero and represents balance, we can pull it apart to show a journey of an off-balanced body or movement and even allude to the skeletal system which serves as a support for our physical bodies.


Since the logo is geometric and bold, and the story of the journey to achieve balance can be told through many flexible elements, we were able to use the kit of parts throughout many brand touchpoints without appearing boring. The brand is identifiable through color and graphic elements without the logo having to do all of the heavy liftings.

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