back to the work

(patient no. 001)

Two natures under one roof. One brand that holds both.

FISIOMED is aesthetic physical therapy and general practice at the same time. Brands like this usually pick a side and lose the other. The work here was building a system that holds both without becoming two companies.

  • Brand manual
  • Full stationery
  • Signage
  • A card per practitioner
FISIOMED reception with the brand applied to the counter and the wall sign

(the course of treatment)

The Protocol applied to this patient.

The same five stages, intake to discharge, now with what actually happened inside each one.

  1. 01_ intake

    Listening first

    • Two audiences that barely overlap
    • More than one practitioner signing
    • What the clinic refused to be: neither a spa nor a public health post
  2. the turning point

    02_ diagnosis

    A split perception

    The problem was not the absence of a brand. Pulled toward aesthetics, the clinic lost its medical authority. Pulled toward clinical, it lost the warmth that brings an aesthetics patient back.

  3. 03_ prescription

    Territory in the middle, on purpose

    Care with competence. A green of clinical calm and a gold of welcome, with neither one dominating. Open-stroke typography, to take out the coldness without taking out the seriousness.

  4. 04_ treatment

    The symbol, and what came out of it

    The letters F and M fused into an abstract shape suggesting body and movement, inside a circular outline that closes the set. Out of the symbol came a continuous-line pattern that became the personality layer of the system. It runs along the side of the reception desk, the edge of the notepad and the back of the cards, and it is what makes the brand recognisable even when the logo is nowhere in sight.

  5. 05_ discharge

    Handed over with autonomy

    • Manual with grid, minimum size and misuse rules
    • Vector files in every format
    • Stationery, email signature and signage

  6. Two practitioners share the same premises. Each got their own card, with their name leading and the clinic brand as the base. That is the real test of a brand system: growing without breaking.

(the system)

What was documented.

FISIOMED brand in its vertical lockup, symbol above the wordmark
vertical lockup · preferred application

core palette

#657F76 clinical green
#C9AA5D welcoming gold

type and rules

Sora Lightprimary use
Sora Boldsecondary use
Vertical lockuppreferred application of the brand
20 mmdocumented minimum size

(in use)

The brand in use.

From the reception desk to the lab coat, the same system, with nothing improvised. Click any piece to enlarge.

stationery · symbol and pattern applied
business cards · one per practitioner, a single system
letterhead and envelope
team uniform
merchandise
applied to fabric

(the door)

If your practice also serves more than one world, the diagnosis comes before the drawing.
The first consultation is on me.

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