Brand development for 40+ year old chiropractic clinic.

Springfield Chiropractic was started by Douglas Scott Sr in 1961, and the business was eventually handed down to his son, also named Douglas. After over 20 years without any change in their brand, Dr Scott realized that it was time to create a new look for the 40+ year old business.

The old logo was made to look "sporty" because of Dr Scott's specialization in sports rehab and injury. The problem they faced was that the logo no longer reflected what their business currently was. The logo spoke more to men than women, but women were the majority of his patients. A new brand identity was in order.

We were ECSTATIC with how this new brand identity turned out! There were many considerations that went into forging this new identity. Keep reading!

COLORS THAT COMMUNICATE

When it comes to chiropractic services, potential patients can be fearful of the pain that can be associated with chiropractic care, so we needed a color palette that conveyed health and trust. With this color palette, the navy'ish blue conveys trust, and the green conveys a feeling of nature and health. We're essentially telling our potential patients that "you can trust us with your health."

SHAPES MATTER

Shapes convey messages just as clear as colors can, so it was important that we chose the right shapes that will convey the right message. The pointy corners on a square could convey "pain", so we rounded the corners to ease the feeling of the logo. Instead of using a literal spine in the mark, we created the spinal shape without having the vertebrae within the logo.

CONTENT STRATEGY

For their content strategy, we developed several different ideas based around the thought of fixing chronic pain. Those who live with chronic pain every day could lead a more fulfilling life if Springfield Chiropractic could help to alleviate the pain.

We created the phrase "Move better. Live Better." to convey that, if we could help patients fix their chronic pain, they will be able to be more mobile which will lead to more quality time with their families and a better quality of life in general. The central part of the message was that the potential patients could "take their freedom back".