Tone of Voice
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.
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.
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.