Back in Focus

Chiropractors putting the holistic wellbeing in focus.

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Back in Focus mission is to increase vitality and quality of life with chiropractic care and patient well being.

Brand Strategy

Vision, Mission
& Values
Authenticity &
Differentiation
Positioning

Brand Identity

Logo Design
Design System
Tone of Voice
Brand Book

Brand Applications

Stationary
Signage
Website
Merchandise

Challenge

Back in focus wanted to change the standard perception of Chiropractors not being holistic as a therapeutic treatment. As a new brand with lots of experience and a following based on proven reputation, Back in Focus wanted to provide a refreshing brand, catering to both traditional and younger mixed Asian demographic.

Insights

We captured the bigger vision for the clinic and helped define their unique value proposition. The strategy findings revealed their approach as a point of difference, their quality, depth, detail and conscious care. Their practice enables heal and flow of life through physical energy points, resulting improved quality of life. We crafted a tagline that captures their essence in three words, that is, Align, Heal, Flow. This tagline is synonymous to the way they work, and became the catalyst for their logo.

Solution

The identity system is inspired by the essence of their practice that is enabling healing and flow of life through physical energy points, resulting in improved quality of life. The logo is an accumulation of energy dots moving in a forward motion that represent unity and alignment in the body which creates momentum in order to function and flourish. The colours are refreshing, calming, relieving that is supported by an accent colour of deep indigo which represents intuition, perception and the higher mind.

The design of the identity was applied to stationary, signage and window graphics which communicated the brand in Cantonese, Mandarin and English as part of its way finding. The newly designed fit-out was reflected through the interiors of the space, from the wall colours, front desk display, ottomans, uniforms and even the colour of the machinery they use.

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With a successful launch inCabramatta, Back in Focus are now launching another premise in 2020.

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The Roots Wellbeing

The Clean Yogi

Occupational Therapy Helping Children

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