Adcraft recently had the pleasure of working with a highly specialised and experienced physiotherapist in the chronic pain management field. Her clinic was struggling to attract the right type of patients – those with chronic pain issues seeking a highly specialised service. In addition, her website wasn’t generating many leads, and those who did enquire were often time-wasters. Despite her expertise and dedication to her profession, the practice was primarily thriving only through word-of-mouth.
Our team took on the challenge of rebranding the clinic and redesigning its website to attract the right kind of patients and generate more leads. After thorough consultation and analysis of her clinical concerns and desired outcomes, we set out to create an impactful and memorable brand identity to help grow her business.
Our team’s approach centred around creating brand assets – both visual and non-visual – that would immediately convey the brand’s unique selling proposition (USP) to the public. Brand growth, after all, is about persuading the public to associate the brand with the idea of what it promises and delivers. From the logo to the colour palette, photography style to the website design, copywriting to customer service, our team ensured consistency across all the elements that constitute a brand identity.
One of the key insights from our brainstorming was that people suffering from chronic pain aren’t necessarily cheered up by colourful and whimsical visuals. Instead, they’re seeking relief – even if it’s just a metaphorical one – from their frustrating search for help with their chronic issues. As such, we opted for a minimal, soft, calming natural earthy colour palette consisting of beige and sage to convey a sense of relief, space, and order.
We simplified and decluttered the look of the website to an extent where it immediately gave a sense of relief, space, and order, while organising content and information in an extremely intuitive way for ease of understanding. Our design team created a more professional-looking, legible, and interesting typography logo that maintained a positive connotation while still having a serious and trustworthy image. A subtle detail on the “A” in the logo – the rising A bar – subconsciously conveyed a sense of improvement and betterment associated with the clinic.
Lastly, to ensure consistency and correct execution of the branding, we provided the client with a style guide comprising brand guidelines that her team could use to maintain consistency across platforms and applications.
Our branding work touched on many aspects that can’t be wholly captured in a social media post. But ultimately, our primary aim was to help our client grow her business by creating a brand identity that immediately communicated its unique selling proposition to potential clients. We’re pleased to say that the clinic is now attracting the right kind of patients, generating more leads, and has established a growing niche in the highly competitive market.