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Revitalizing Wellness:
Core Concepts' Transformative Rebrand

Branding

Communication Design

UI/UX Design

{ Project Overview }

Repositioning a Physiotherapy Brand to Build Awareness and Stand Out in a Crowded Market

Core Concepts is a physiotherapy group with expertise in body movement and function. They deliver personalised physiotherapy care plans that effectively relieve pain, restore strength and mobility while preventing further injuries. In pursuit of continued excellence and uncompromising quality, the team at Core Concepts strives to unlock the fullest potential of each and everyone who walks through their doors.

The brand audit consists of an in-depth look into Core Concept’s existing brand, the Physiotherapy landscape, key competitors, and qualitative customer interviews. The result is an impactful, friendly, and empowering brand that stands out amongst competitors.

{ Creative Challenge }

A generic brand identity and weak positioning limiting awareness and differentiation

01
Core Concepts lacked brand awareness among the general audience as they perceived physiotherapy as a specialised service for specific medical conditions.
02
Core Concepts did not have a coherent brand story and identity, hence unable to communicate the value of their services to customers.
03
Core Concepts’ existing brand identity was not unique enough to stand out among competitors and was often confused with other brands due to its generic logo design.

{ The Solution }

Developed a distinctive brand identity and positioning that improved recall and resonance

With a distinctive brand position, customers have a higher top-of-mind recall of Core Concepts and a better understanding of the treatments and services that the brand can provide.
Core Concepts communicates more effectively with new and existing customers, as there is a greater understanding of the values the brand represents, resulting in higher resonance among target audiences.
A brand-new identity and logo from Core Concepts’ distinctive brand position help cement the brand experience as uniquely different from other physiotherapy clinics.

{ THE DIFFERENCE }

{ BEFORE }{ AFTER }

{ Brand Positioning }

We repositioned Core Concepts to bring their functional and experiential qualities to the forefront – in terms of their ability to provide personalised physiotherapy care plans and provide their clients with a holistic end-to-end treatment process that is effective and impactful.

Core Concepts’ new brand essence, ‘Experience Life Fully’, captures their belief in overcoming barriers and expanding human potential. They are about enriching the lives of our clients and inspiring them to get back to their best.

The brand essence is brought to life with the Hero’s brand personality, with a tone of voice that reflects Core Concepts as an inspirational, empowering, and purposeful brand.

{ Brand Identity }

The heart of Core Concept’s refreshed brand identity lies in conveying the idea of possibilities.

Leveraging on the door symbol of the new logo, an extended visual system stemming from the door is created to express this notion. This creates rich territory that can be translated visually and verbally, in turn, creating a resulting brand identity that is clean and deliberate, with an overall aesthetic that is understated yet impactful. At its core, it communicates Core Concepts as an inspirational place for its clients; as a metaphorical door and path that clients step through to experience a better and more fulfilling life. The different visual elements, from typography to colours, illustrations to real-life imagery, collectively work in cohesion to communicate the sense of empowerment that Core Concepts evokes in each of its clients.

The colour palette features turquoise and yellow – turquoise conveys the notion of high quality and balance, while yellow adds a layer of friendliness and energy to the brand. Coupled with the imagery style, the brand identity aspires to imbue clients with a sense of inspiration and autonomy – to do things, to try new things, and to live life to the fullest.

{ Brand Touchpoints }

With Core Concepts’ transition to a functional-experiential brand, we developed a wide range of touchpoints that seamlessly incorporate Core Concepts’ new brand positioning and identity to reach their customers effectively.

Brand touchpoints include corporate stationery, brochure, presentation deck, tote bag, poster, website and more. These touchpoints are essential in creating a unified and consistent brand experience for Core Concepts’ clients.

Combined with Core Concepts’ new colour palette and graphic identity, the wide range of touchpoints demonstrates the versatility of the brand identity in conveying the brand’s message effectively.