CASE STUDY: BRIGHTSIDE PHYSIO
The Future’s
So Bright
Clinical atmosphere, indefinite treatment plans, low motivation for home exercises — these are the common perceived problems visiting a physio. Many only go if they absolutely have to. What if things we’re different? The future is bright.
The Mission
Create a new physio brand experience centred on holistic treatment, results-based healing plans, and a break from the clinical to the vital, making it a more attractive and effective way to heal.
The Outcome
Brightside Physio went through the process from strategy, identity, website and store design from scratch to create an end to end aligned experience of treament not just away from pain but into life.
Services
• Brand strategy
• Brand story and high level messaging
• Brand idenity and toolkit
• Responsive website
• Store interior design and signage
Brightside undertook a strategy process to clarify its’ values, market and positioning. There was plenty of competition for physio services, but with that was an equal measure of opportunity to do something different.
The first phase in the strategy process, Definition, revealed a desire to fight against the usual tropes in the space: stock imagery of elderly people, cold and clinical design, all lacking personality to enhance credible expertise. There became a saying, when they zig, we zag.
Brightside was born out of a desire for brighter futures: for patients, for the industry, for the practice. For patients that was a vision to see a holistic healing framework that focused on mindset as well as strengthening the body to hasten the healing process. For the industry that meant transparency and integrity, how long, how much, and why. For the practice, a culture that fostered learning, growth and the joy of excellence.
The brand needed to reflect this fun and optimisitic growth culture, seeking to bring out the best in staff so they can be their best for the client. For the clients, the brand should feel positive, visiting the physio was about hope and optimism toward a brighter future. Everything from tone of voice, brand design, the feel of the Welcome Room (aka reception) was thought through to enhance life and hope.
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