Brief
Centered Chiropractic came to Wink Digital to completely transform their branding and web presence.
The brand was bought from the previous owner under the name Elite Chiropractic. To match the business's new name, the new owners wanted to thoroughly modernize the visual identity to align with their contemporary sensibilities.
The brand was bought from the previous owner under the name Elite Chiropractic. To match the business's new name, the new owners wanted to thoroughly modernize the visual identity to align with their contemporary sensibilities.
Brand Insight
It was important for Centered Chiropractic to rise above the traditional look of many chiropractic practices around the US.
The new owners specifically wanted to avoid coming off ‘woo woo’ or too naturopathic, instead, they requested Wink explore a more scientific presentation, specifically requesting we play around with sacred geometry and only slight whimsy.
The other goals for this collaboration were as follows:
The new owners specifically wanted to avoid coming off ‘woo woo’ or too naturopathic, instead, they requested Wink explore a more scientific presentation, specifically requesting we play around with sacred geometry and only slight whimsy.
The other goals for this collaboration were as follows:
Client Analysis
Based on client analysis it is beneficial for the Centered website to be informational but straightforward. Clients are busy and don’t have time to deal will too much fluff and favor straight forwardness and facts.
Brand identity must be informative, appear smart and respectable, and there must be an essence of calmness. Logo should come off smart and scientific, but have a slight bit of whimsy to not appear too intimidating.
Print marketing must be memorable and eye catching take-aways that leave Centered Chiropractic at the forefront of the busy client's mind.
Website must be informative, straightforward, and inviting. By treating the website like a resource to learn about chiropractic care, we are tearing down informational barriers to entry.
Brand identity must be informative, appear smart and respectable, and there must be an essence of calmness. Logo should come off smart and scientific, but have a slight bit of whimsy to not appear too intimidating.
Print marketing must be memorable and eye catching take-aways that leave Centered Chiropractic at the forefront of the busy client's mind.
Website must be informative, straightforward, and inviting. By treating the website like a resource to learn about chiropractic care, we are tearing down informational barriers to entry.
Research
Researching sacred geometry created a path for discovery.
Sacred geometry is the study of symbolic meaning of shapes within nature. Although it can be viewed from a spiritual lens, there is no denying that symmetry and balance is one of the purest parts of nature. This natural balance can be seen in the spiral of a snail shell or in the perfectly symmetrical pattern of an individual snowflake.
The circle was explored for meaning and symbolic relevance.
Sacred geometry is the study of symbolic meaning of shapes within nature. Although it can be viewed from a spiritual lens, there is no denying that symmetry and balance is one of the purest parts of nature. This natural balance can be seen in the spiral of a snail shell or in the perfectly symmetrical pattern of an individual snowflake.
The circle was explored for meaning and symbolic relevance.
The meaning of seeds include: potential, trust, hope, nourishment, sacred, earthiness, initiation, reproduction, cycles, time, and provision.
This symbol resonated with Centered's brand mission and became the clear choice to explore. The symbol was reconstructed to understand the form.
This symbol resonated with Centered's brand mission and became the clear choice to explore. The symbol was reconstructed to understand the form.
Steps 1-5 represents a succession of events similar to a journey.
If we are relating this process to how someone may move through the world, Step 1 would be the beginning where little has been experienced and learned. Step 3 would be the mid-journey with neither no knowledge or all of it. Step 5 would be enlightenment and full understanding.
Step 3 in particular resonates with Centered Chiropractic's role in their client's path to healing.
If we are relating this process to how someone may move through the world, Step 1 would be the beginning where little has been experienced and learned. Step 3 would be the mid-journey with neither no knowledge or all of it. Step 5 would be enlightenment and full understanding.
Step 3 in particular resonates with Centered Chiropractic's role in their client's path to healing.
At this point in the research, the symbol from Step 3 has resonated with the brand identity enough that it is appropriate to explore applying it to the brand logo.
Branding
To further give meaning to Centered's branding a story was constructed to encompass the journey one takes to become a Centered patient.
The hexagonal shape was introduce to the mark to evoke a structured contrast to the circles. It also allows the brand mark to take on its own identity separate from the symbolism associated with sacred geometry.
The resulting logo package is modern, elegant, but also a bit light-hearted. The expanding line-weights exploding from the center radiate and active feel. There is both a soft and hard aspect to the final form which lends to Centered's approach to healing.
To pair with the line-weight variations in the graphic, a custom typography was constructed to anchor the mark:
Type Palette
The complimenting typefaces were selected to carry the fluidity of the wordmark throughout the entire brand.
Color Palette
The emphasis on nature was carried through to the color palette. The four elements of nature were a direct inspiration as they come together to create a whole — Earth.
Branded Elements
Shapes such as circles, hexagons, and any step in the See of Life formation, are approved graphics. The atmosphere to flora solid gradient, as well as varying gradient burst, are approved as background accents.
Print Marketing
Stationery is designed with un-refined paper and letterpressed ink. An organic paper was the optimal choice to reiterate the brands alignment with nature.
Letterpress was chosen as the printing method to add a sensory effect to the brand's physical take-aways. Adding a tactile sensation makes marketing collateral more memorable. It is a subtle way to stay at the forefront of a client's brain.
Letterpress was chosen as the printing method to add a sensory effect to the brand's physical take-aways. Adding a tactile sensation makes marketing collateral more memorable. It is a subtle way to stay at the forefront of a client's brain.
UI & UX
The updated web presence was created to fit the new look and feel of the brand. With the new identity established the focus can switch to getting users to take actions on the website.
There are three ideal actions a user could take:
There are three ideal actions a user could take:
User Flow
The user flow is minimal on purpose to not intimidate the user. However, there is a lot of information on each page so organization is key.
UI Kit
CTAs were purposefully made to be subtle and appear as though they are a part of the regular copy. This was a decision made to solidify Centered's as a non-pushy chiropractic center. Often offices in the same industry can come across pushy and gimmicky. Text and input fields were made to simple match this intention.
Web Palette
These colors were chosen as the best user interface colors. The three brand colors deep sea (used 25% of the time), atmosphere (used 10% of the time), and the gradient (used 5% of the time). The most used color, lime wash (used 60% of the time), was added in as a UI color.
Wireframing
During the wireframing process it was important to separate the look and feel of the website from how other practices appear online. Normally health practice websites are stiff, dull, and lifeless.
To achieve this, large shapes were place vertically down the pages to break up any monotony. Gradients were used sparingly to add splashes of depth.
To achieve this, large shapes were place vertically down the pages to break up any monotony. Gradients were used sparingly to add splashes of depth.
High Fidelity Prototype
Everything comes full circle. The palette was applied to the colorless wireframes and the brand images were introduced.
