Active Health – Brand DevelopmentPosted on: April 19, 2018 4:51 pm
Holywood based Active Health Solutions approached the team at Kaizen Brand Evolution to reposition their brand identity to tie in with their plans to build a new website and a re-fit to their facility on Hibernia Street. Investment into their online service and internal facilities sparked the requirement to refresh their entire brand identity from their logo mark to their brand purpose and narrative. Active Health Solutions required a fresh, contemporary brand audit that reflected their ambitions for the business and a brand that spoke to new and existing clientele.
In their own words:
We are a company of passionate health care professionals providing a holistic, multidisciplinary approach to healthcare from our bespoke clinic in Holywood, County Down. Our mix of services include Physiotherapy, Podiatry, Chiropody, Massage Therapy, Pilates, Personal Training, as well as the provision of Occupational Physiotherapy to a number of large companies and organisations across Northern Ireland and Ireland.
Active Health Solutions was started in 2006 by husband and wife team David & Rachel Saligari who are both are highly trained Musculoskeletal Physiotherapy Specialists who met while completing their Masters of Manual Therapy in Perth, Western Australia. They and their clinical staff pride themselves on providing the most up to date and evidence based treatments available. Whatever your requirements, you will be directed to the health care professional within the company with the expertise to solve your problems and achieve your goals.
Utilising their own description of Active Health Solutions we crafted a brand narrative and identity that would help re-position the business as market leaders, experts and forward thinkers. The first port of call was the logo mark itself. In a brand audit we retain and refresh rather that re-invent. This ‘refresh’ was a modern take on their existing mark, a contemporary word mark with considered typographic detailing using the ‘sportier’ glyphs found in ITC Avant Garde along with a simplistic ‘Plus’ brand device that the business can introduce as a nod to the health industry as well as reflecting that they are a physiotherapy business at the core “PLUS’ so much more. A key piece of the audit was also to remove the word ‘solutions’ from the primary brand mark – this decision came into play rather early in the design process, we felt that ‘solutions’ was too generic a word to describe the full set of services on offer at Active Health. This was an easy removal for the business owners as most clients refer to the business as ‘Active Health’.
We introduced the narrative ‘Activate your Health’ to use across all branded touch points both online an in print. Activate your health is a direct call to action for the brand and acts on its own as almost a sub brand for the business to use around the building, on advertising and in any promotional material they produce. With the logo mark and brand language set in place the colour palette and photography direction was next in completion of the brand audit. The colour palette reflects the previous branding, rather than using a primary lime green, we have introduced a pastel scheme to accompany a beautiful blue grey. The colour symbolises renewal and growth, addressing the key selling points of Active Health Solutions. The photography direction is focussed, dramatic and telling of the services carried out at Active Health – we wanted to move away from the traditional stock photography direction of clients smiling in a clinical environment, something that this market is saturated in. The imagery is much more though provoking and speciality focussed.
Active Health are currently working on refreshing their website with us, creating an informative, user friendly experience online, all reflective of their service in store.