ConceptWellness
The Practice
Identity for a private physiotherapy clinic. Calm and credible, with every wellness cliché removed.
SagePalette
PlainLanguage
FeesPublished
The brief
Private physiotherapy without the wellness vocabulary. A self-set brief to strip every cliché out of a clinical category and see what is left.
What we found
- 01Physio clinics use the same soft green, the same stock photo and the same word: journey.
- 02Patients want to know how long, how much and whether they need a referral.
- 03Fees are almost never published.
What we made
Positioning and plain-language toneCormorant Garamond and ManropeSoft sage on off-whiteCentred boutique homepageFee transparency and booking structure
A note on labelling
Self-initiated. The Practice is not a real clinic and nobody commissioned this.
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