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Health & Wellness - Physical Therapy

Highbar

Launching Highbar's New Brand Identity

Previously known as Performance Physical Therapy, Highbar came to us wanting a brand expression that would better reflect their values and keep up with their growing franchise. Our goal was to create a whole new perspective on physical therapy. By steering clear of today’s expected healthcare trends, we aimed to reshape the industry’s reputation through unexpected typography, language, and color.

Services

Identity Design

Brand Strategy

Art Direction

Web Design

Campaign

Copywriting

Health & Wellness - Physical Therapy

Highbar

Launching Highbar's New Brand Identity

Previously known as Performance Physical Therapy, Highbar came to us wanting a brand expression that would better reflect their values and keep up with their growing franchise. Our goal was to create a whole new perspective on physical therapy. By steering clear of today’s expected healthcare trends, we aimed to reshape the industry’s reputation through unexpected typography, language, and color.

Services

Identity Design

Brand Strategy

Art Direction

Web Design

Campaign

Copywriting

The Challenge

For their brand launch campaign, Highbar wanted to communicate that physical therapy should be a routine part of your life. We avoided traditional, clinical imagery associated with the physical therapy industry and focused on the lives and voices of patients.

Messaging

Changing perceptions and misconceptions meant strong messaging that encourages people to consider physical therapy as a routine part of healthcare. We focused on succinct, punchy copy that expressed physical therapy as a key component of getting back to the things you love most.

Photography & Visuals

Lifestyle and studio photography promote moving your body and living without limitation. Vibrant visuals are carried across digital platforms and social media to speak to new customers and potential hires. This continues the idea that physical therapy does not have to fit in with the sterile healthcare space. We strived to show movement in more approachable, humanizing ways to hit home that anyone can get back to the things they love, and do them even better.

Campaign Approach

Our concept profiled 3 different demographics. Each profile aimed to not only highlight their physical therapy story, but showcase who they are as an individual and how their treatment was personalized for them. By using conversational and relatable storytelling, we were able to capture the spirit of each patient and speak to multiple audiences.

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Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

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52 Center Street
Portland, Maine
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Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

2:11:59 AM

52 Center Street
Portland, Maine
Work
Studio
Contact
Instagram
LinkedIn

Rugged Coastal is a story-led brand identity and design studio based in Portland, Maine. We create narrative-driven identities, websites, packaging, and campaigns for brands across New England and beyond.

2:11:59 AM

52 Center Street
Portland, Maine