Brand Essence & Expression
A brand essence and expression project for Connect Fysio, a physiotherapy business based in Lauttasaari, Helsinki. Developed as part of a short course with UAL.
Year:
@2025
Industry:
Health & wellness
Client:
Connect Fysio
Challenges
How the brand looks? How it speaks? and How it connects with the people it is meant for?
The challenge was to define the brand strategy that will reflect the core values, Benefit and the personality. This excercise then lead to formulating the brand core essence.
What was done?
Brand Positioning: Started with a brand audit that included the brand audit , As-Is and S.W.O.T analysis. It also included the Brand positioning, USP, Brand Core values, Brand Vision and mission.
Brand Essence : The strategic part of the brand development included to deifine the value proposition and the brand personality and archetypes to finalise it into the brand core.
Brand Identity: The idnityt basic elements, colour typography and layout then was the finals stage of the projec.t
summary
he brand Essence for Connect Fysio. is TRUST, LONGEVITY, COMFORT.
Working closely with the business founder we set out to define the character of Connect Fysio from the inside out. The main objective was simple but not easy: the process required understand the brand, the audience and the business landscape. This strategic foundation is a key decision factor on how the brand appears talks, what it says and what sits at the very core of it all.
