Work performed:
Brand Strategy
Visual Identity Design
Website Design
Content Graphics
Content Strategy
Social Media Management
Springfield Chiropractic's rebrand built around their real audience.
A conversation with Dr. Scott about his visual identity revealed it no longer matched his current practice and customers.
Our brand strategy process gave us the clarity to see a change was needed.
BEFORE
AFTER
The old logo was built for an audience that no longer existed.
The mark was made to look "sporty" because of Dr Scott's specialization in sports rehab and injury. The problem they faced was that the logo no longer reflected what their business currently was. The logo spoke more to men than women, but there were more women patients than men. A new, more neutral, brand identity was in order.
The new logo speaks more to his current audience.
The new logo uses navy to signal trust, green to represent health, and an abstract spine rather than a literal one to keep the feel approachable instead of clinical. Together, the colors and shapes were built to feel welcoming rather than sports-driven or medical.
Very dark navy
RGB: 15, 26, 68
Hex #0f1a44
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Color psychology: This dark navy blue which conveys deep trust, calm, and stability.
Vibrant Lime Green
RGB: 157, 203, 79
Hex #9dcb4f
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Color psychology: We used the lime green to represent energy, vitality and nature.
White
RGB: 255, 255, 255
Hex #FFFFFF
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Color psychology: The color white gives breathing room to the logo while conveying simplicity and cleanliness.
Content & Social Media Management
Through the messaging portion of our brand strategy process, Dr. Scott realized that the majority of his patients were dealing with chronic pain. This is where we decided on two messages that speak to results of chiropractic work.
"Move better. Live better."
"Take your freedom back."
