For this project, I was tasked with creating a visual system for the parent physical therapy group (the umbrella brand) that would inform the design of its related clinics. Coming from a background of Sports Medicine working with star athletes at the University of Southern California, the goal of this new company was for the doctors to make their practice available to the mainstream public. They wanted a sleek, modern look to stand out elevated amongst the under-designed world of physical therapy. They also requested that the logo make a subtle nob to their USC roots.

Playing off the name, I used the idea of “stacking” throughout the letterforms in the way that internal bones and ligaments stack and interdepend on each other. Utilizing elements of their “Healing Through Movement” platitude, I wanted the forms to look active, and was ultimately able to create this distinct visual system.

Working through the final process, I created business cards, a letterhead, thank you card, signage, and social media skins with the cohesive look.