A new brand fit for PhysioPhix and its goals of growth

Check out one of our recent Corporate Identity projects that launched just before Christmas 2012 for PhysioPhix clinics, located at the northern end of the Central Coast. 

In line with the changes afoot of expanding the business (opening a new Physiotherapist clinic and Pilates studio at the GP Super Centre Warnervale), PhysioPhix wisely undertook the task of rebranding.

This was undertaken in order to accommodate the new target audience they will have in the Warnervale region while also revamping the existing profile into one that was much more modern and true to the values and services that PhysioPhix offer.

Despite this – it was time to differentiate their business from their competitors in the region and position themselves as an extremely professional, proactive and leading physiotherapy clinics plus Pilates studio on the Central Coast.

BRIEF

The old existing logo for PhysioPhix was developed 3 years prior. It had served the business well but following review of the target audiences, competition, plus the actual services PhysioPhix offer and goals of growth – a new logo design and branding exercise was evidently required.

They needed a new brand to maximize not only relevance to their target audience but to facilitate distinct positioning within the local healthcare marketplace.

We reflected the clinic’s key competitive advantages whilst modernising the overall look.  Through the strategy phase we developed a tagline that represents PhysioPhix's key benefits and services. This was intrinsic to the overall success of the new branding strategy.

It was also essential from the outset that the new branding could easily incorporate 'sub-branding', for example, be applied to their specialised Pilates service - one of their key points of difference from their competitors.

Ultimately our aim was to create a new logo that:

• presents a professional, unique, modern and clean image for the business that was striking, strong and would have both good customer recall along with street visibility
• reflects the core values and characteristics of the business. That is, makes tangible the current brand character that PhysioPhix are already renowned for, including being: professional, friendly, trustworthy, reliable, knowledgeable and able to offer contemporary, expert individually tailored treatments.  It also needed to encompass the teams empathy, youthfulness, energy and passion for what they do
• remove any confusion with other types of allied health service providers
• incorporates the new tagline for more advantageous brand positioning and brand equity (strength of awareness, reputation and recall)
• identify they are a manual ‘hands-on’ clinic that specialises in the treatment of back and neck pain, but that can also provide a truly comprehensive range of therapies tailored to individual (chronic and acute) client treatment needs for the whole body that ensure improved quality of life
• addresses the clients personal preference for the use of illustration within the logotype itself.

Point of difference: LARGE FONT

The result has been a huge success for all stakeholders- particularly the small detail within the new branding. 

The orange and blue based brand that utilises both typography and imagery appeals not only to their young target audience but all the way through to their older clients, all of whom they value greatly. 

This care and concern for their clients is also instantly recognisable by the fact we needed to reflect the importance of bright and bold colours (easy to see), and a legible and strong font (easy to read). 

Further the roll out of the new brand onto marketing communications material integrated this ethos by using a larger and bolded font for crucial details like the phone number, for the ease and comfort of their older clientele. 

All this done whilst still maintaining a professional and pleasing appearance to all corporate stationery items.

Point of difference:  ACCOMMODATING MULTIPLE SITES (WITHIN COPY AND LAYOUT)

We pride ourselves in our attention to detail and the effort we make to meet ALL our clients (and their clients needs).  Hence we are extremely happy with the corporate complimentary stationery suite we created for PhysioPhix. 

We have stylishly yet professionally incorporated a large amount copy to items such as the business card and letterhead without losing impact, legibility or appeal and applicability to the target audience (and their needs). 

Not only have we been able to incorporate standard business information (for both sites the clinic runs at) but also Therapist Provider numbers, street and postal addresses as well as upcoming appointment time details.

Point of difference:  SUB BRANDING

A real strength of PhysioPhix's core business is the Pilates reformer equipment and classes that they have on offer.  This is a unique service for physiotherapy clients within the area, and marketing of this was clearly going to be very important. 

Hence the layout of the new logo from conception to completion needed to ensure it could easily accommodate the business name, tagline as well as the sub-brand of the Pilates division of PhysioPhix.  We think this insightful end result will be a real asset to any relevant marketing material and will led the way for any further sub-branding to follow.

The before and after comparison highlights that we have been able to build on the positives of the original brand whilst maximised showcasing all of the unique features of PhysioPhix in a way that appeals to all of their clients. 

Further it will be able to accommodate business growth with ease, as the new corporate identity applies well to the Pilates sub-branding PhysioPhix already has on offer.

We have undertaken a photoshoot (we will show you this soon) and are now rolling out new marketing communication material based on the new branding and corporate profile. 

If you have any corporate identity needs, we are able to cater for them all here at Visual Strategies.  So please do not hesitate to enquire and let us apply our specialty expertise in branding to your business and vision to maximise your visibility, positioning and success in the marketplace, just as we have been able to do for PhysioPhix.