The Issue at Hand: The founder of Adjusted HP felt dissatisfied by both directions and found them both to be unbalanced, unapproachable, overly-generic, and not necessarily timeless. He didn’t find that either of these felt recognizable to the brand name itself, and didn’t stand out against competitors in a way that catered to their diverse range of clients including: young athletes seeking both preventative care and recovery care, overall wellness-centered clients, and middle aged to elderly mobility-focused clients. I was tasked with updating the full typeface and logo to better reflect the unconventional essence of this clinic in the wider scope of the medical/wellness industry while maintaining relatability, accessibility, and approachability.

A few more focus notes that the client had on this update:

• Not straying too far from the originals, as the business has already been established for approximately a year and we don’t want to become fully unrecognizable.

• Adding unique flare to the logo without too much embellishment: he wanted to keep it sleek, professional, and minimal but not boring.

• No update to icon

• The values, mission, and core tenants of the brand remained the same, so just the font update of the logo itself and typeface of any marketing/social materials were the primary focus.