Beth Burka Brand Designer Illustrator Beth Burka Product Designer
Beth Burka Brand Designer Illustrator Beth Burka Product Designer
Beth Burka Brand Designer Illustrator Beth Burka Product Designer
Connect Fysio
Connect Fysio
About
Connect Fysio is a physiotherapy business based in Lauttasaari, Helsinki. This brand essence and expression project was developed as part of a short course with UAL.
Connect Fysio is a physiotherapy business based in Lauttasaari, Helsinki. This brand essence and expression project was developed as part of a short course with UAL.
Goal
Define a brand identity based on an understanding of the brand core.
Define a brand identity based on an understanding of the brand core.
Role
Brand Strategy
Brand Strategy
Deliverables
Brand audit, positioning, brand essence, Identity basics
Brand audit, positioning, brand essence, Identity basics
The challenge
This is how the story started.
How does the brand look, speak and connect?
This is how the story started.
How does the brand look, speak and connect?
The challenge was to define a brand strategy that reflects the core values, benefits, and personality of the business, and then form it into a brand essence.
The challenge was to define a brand strategy that reflects the core values, benefits, and personality of the business, and then form it into a brand essence.
Working closely with the founder, Niko, we set out to define Connect Fysio's character from the inside out. That meant first understanding the brand, its audience, and the business landscape.
Working closely with the founder, Niko, we set out to define Connect Fysio’s character from the inside out. That meant first understanding the brand, its audience, and the business landscape.
The brand essence
The core of everything
The core of everything
Trust
Trust
Care is delivered in a way that feels safe, considered, and deeply respectful of the person behind the symptoms.
Care is delivered in a way that feels safe, considered, and deeply respectful of the person behind the symptoms.
Longevity
Longevity
Techniques chosen with intention for long-term well-being over quick fixes.
Techniques chosen with intention for long-term well-being over quick fixes.
Comfort
Comfort
An environment that feels more like home than a clinic.
An environment that feels more like home than a clinic.
Design process
How the work evolved
How the work evolved
01 · Brand audit
01 · Brand audit
Understanding where the brand stands
Understanding where the brand stands
The work started with a brand audit: an as-is analysis and a SWOT analysis of the business and its landscape.
The work started with a brand audit: an as-is analysis and a SWOT analysis of the business and its landscape.
02 · Positioning
02 · Positioning
Defining what makes it different
Defining what makes it different
Brand positioning, USP, core values, vision and mission.
Brand positioning, USP, core values, vision and mission.
Connect Fysio
Connect Fysio
aims to create a
space
space
for everyone to heal both their
body and mind.
body and mind.
03 · Brand essence
03 · Brand essence
Finding the core
Finding the core
The strategic heart of the project: defining the value proposition, brand personality and archetypes, then distilling them into the brand core of trust, longevity and comfort.
The strategic heart of the project: defining the value proposition, brand personality and archetypes, then distilling them into the brand core of trust, longevity and comfort.
04 · Company motto
04 · Company motto
Move with no fear
Move with no fear
Connect Fysio provides space to recover in a homelike environment that supports the body's natural healing processes, promotes balance, and encourages reconnection.
Connect Fysio provides space to recover in a homelike environment that supports the body’s natural healing processes, promotes balance, and encourages reconnection.
Exploration
Finding the feeling first
Finding the feeling first
Before designing anything, I collected references for how Connect Fysio should feel. The direction was clear early on: less clinical, more like a boutique studio, with a balance between Nordic calm and warmth.
Before designing anything, I collected references for how Connect Fysio should feel. The direction was clear early on: less clinical, more like a boutique studio, with a balance between Nordic calm and warmth.
Less clinical
Less clinical
A studio, boutique feel. Never cold, with elevated interiors that feel calm and personal.
A studio, boutique feel. Never cold, with elevated interiors that feel calm and personal.
Warm, timeless colours
Warm, timeless colours
Deep greens, sage and cream, warmed up with terracotta and orange.
Deep greens, sage and cream, warmed up with terracotta and orange.
Empower the body
Empower the body
Real, joyful people in their own bodies. A premium feel, but always with warmth.
Real, joyful people in their own bodies. A premium feel, but always with warmth.
Final identity
The brand visual expressions
The brand visual expressions
Defining the stroke language and the colours evolved through the interpretation of the brand core. The warmth of the brand suggested curved corners. The typeface communicates the confidence of an empowered body and mind. The colour palette amplified the reconnection of the body, mind, and soul.
Defining the stroke language and the colours evolved through the interpretation of the brand core. The warmth of the brand suggested curved corners. The typeface communicates the confidence of an empowered body and mind. The colour palette amplified the reconnection of the body, mind, and soul.
Concept motion piece
Impact
Trust, Longevity, Comfort
Trust, Longevity, Comfort
This strategic foundation now guides how Connect Fysio looks, how it talks, what it says, and what sits at the very core of it all.
This strategic foundation now guides how Connect Fysio looks, how it talks, what it says, and what sits at the very core of it all.
Couldn't have made it without you
Couldn’t have made it without you
Niko Vieremä · Physiotherapist and founder
Niko Vieremä · Physiotherapist and founder
Marc Wood · Creative director
Marc Wood · Creative director
Developed as part of a short course with UAL
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