HEALTH
ELEVATED
Brand Messaging
Copywriting
Brand Identity Design
Business Logo
Personal Brand Logo
Typography & Colors
Brand guidelines
Personal Brand Styling
Wearable Brand Touchpoints
Art Direction & Staging
Brand Photos
Lux Business Cards
Lead Magnet E-book
Social Media Styles
Lux Custom Website
I had so much fun rebranding Health Elevated and developing Amy Underwood's personal brand style along the way. From brand messaging to logos and visual styles, to a crazy fun brand photo shoot and an epic new website, this project has been a blast from start to finish!
Amy is Southwest Michigan’s premier Concierge Occupational Therapist, specializing in pelvic health services for people who are ready to get out of survival mode, trust their body and love their life again.
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Our fun challenge with this project was elevating Amy's brand in a way that communicated a lux vibe of the confident expert who will get you results, and is worth every penny, but also the warm reflection of someone who is totally comfortable in her own skin and makes sure her patients feel the same way during every step of her process!
BRAND MESSAGING
During our early Content Mining™ sessions, we brainstormed on what Amy's clients were REALLY wanting for when they are looking for help with pelvic health issues. Since her industry is one that most consumers don't even know exists, we needed to focus on the problems they might be googling or asking friends about that could lead them to the solution of pelvic floor therapy.
NO MORE MISSED ADVENTURES!
Health Elevated provides pelvic health services to help adults and children create breakthrough results so that you can stop worrying and start living.
The problem is that right now you pee when you sneeze, sex hurts, and you have to plan your road trips based on bathroom locations (if you can take them at all… Which makes you feel ashamed, hopeless and out of control, like your body is waging a silent war against you.
Pelvic floor issues can effect any gender at any stage of life, and cause symptoms like
Leaky Bladder, Constipation, IBS & Bloating, Sexual Dysfunction, or Low back pain, and can even cause children to be picky eaters or problem poopers! At Health Elevated, they treat the issues that are talked about the least but often impact our daily lives the most.
A SNIPPET OF HEALTH ELEVATED'S NEW BRAND MESSAGING
MAIN LOGOMARK
In the main version our Health Elevated's new logo, the pelvis icon and the letters weave together, symbolizing relationship. They represent going deep with their clients to help them reclaim their health from the inside out, and Amy's belief that when it comes to getting to the bottom of those pesky pelvic floor issues, you deserve a therapist who will listen deeply and make sure you are seen and heard.
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The greens and tans in her color palette bring in a warm and natural feel, reflective of her caring approach to your whole body health, and dedication to finding a treatment plan that you feel safe and comfortable in following. The refined lines of the pelvis, and black/gold combination reflects the premium, client-first nature of her concierge service.
VERTICAL VERSION
ICON ONLY
PAIRED AMY LOGO
AMY SIGNATURE LOGO
BRAND GUIDELINES
As with any brand, consistency is key when it comes to building a loyal base of raving fan customers! Because of this, we set our clients up for success with an easy to follow, custom brand guideline that they can share with their in-house design group, or any external designer who works on their future brand collateral.
PERSONAL BRAND STYLING
Research shows that “people buy the packaging as much as the product.” and when it comes to a business built around a person (such as a physician or occupational therapist) you are the packaging! First impressions matter, and we want Amy to stay true to her comfort lovin self, we also wanted to show her clients that she is the doctor in the room!
Her personal brand style should feel comfortable with function, but still chic. They reflect a woman who goes her own way. Casual dressed up, black but not basic. Pieces are chosen so that they can be worn for work as well as for life. Athletic jackets in brand colors and stylish scrubs with the logo stitched on can serve as an easy breezy uniform for her concierge calls.
From artboards... to action. The end result was right on point, and ridiculous amounts of fun were had in the process.
BRAND PHOTO SHOOT
At Design by Jo, we believe that your personal brand should live at the intersection of who you want to be perceived as in relation to your business, and the authentic self that you are when the cameras stop rolling.
Personal branding can do so much for helping your ideal client connect with you via your online touchpoints! People like to work with real live PEOPLE who get them.
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When it comes to helping our clients become known and loved for their highest value through a personal brand, we are an advocate for their most audacious life, their most authentic self, and their most abundant potential!
BRAND PHOTO SHOOT DONE IN COLLABORATION WITH LYDIA WOOSLEY PHOTOGRAPHY
When it comes to engaging photos of pelvic health therapists, it was hard to find great examples already out in the world! Most of the websites for occupational therapists contained either entirely generic stock photos (or real photos that looked somewhat awkward or frightening to potential new patients). This gave us lots of room to raise the bar when it came to creating a library of compelling, on brand photos, and we were excited to do just that!
For personal branding photos, we chose to create warm, engaging photos of Amy that create the feeling of someone who listens, but also trusts their expertise and successful results. Action shots of her doing various therapy techniques should be mixed with confidence poses. She should look like she knows what she’s doing, is confident that she can help you do it. She provides a high level of concierge service for your convenience, and she knows her worth. Photos of theraphy happening in-home create the enticing pull of being completely taken care of.
BEHIND THE SCENES
Is it possible to have too much fun on photo shoot day? I don't think so! We have so much fun behind the scenes, and do our best to create an environment that feels like you just spent the day laughing with your best friends. In fact, our clients report that their initial nerves at being in front of the camera fade quickly, and they leave the day feeling confident, unstoppable, and on top of the world!
BEFORE & AFTER
In case you still don't believe me on how much difference this makes, and how totally worth the effort it is for your photos and personal brand style to line up with your level of care and excellence, just check out a little snapshot of the "meet Amy" section of her website before... and after.
Personal brand style and photos that capture your uniqueness are a confidence catalyst!
AFTER
BEFORE
WEBSITE DESIGN
When it came to the Health Elevated website, we designed it fully custom...
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Designed with the client in mind from start to finish, we began with complete mockups for desktop, tablet and mobile sizes, all in XD. This custom layout not only drove the look and feel of the site, but also guided the developer in unique functionality and user experience.
CUSTOM DESIGN & DEVELOPMENT
Not only did we want the website to be absolutely beautiful... but we also wanted to clearly and concisely show the unique problem that Amy solves, and give visitors a clear first action step to take when they visit her site.
A WEBSITE THAT WORKS FOR YOU WHILE YOU SLEEP...
We believe that your website should not just look beautiful, but that it should work for you while you sleep. A well designed site should convert a high percentage of visitors into an audience who interacts with your content on the spot! In order to do that, the brand messaging throughout the site has to be clear, and the call to action precise.
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A website built around your newly clarified brand messaging, and containing intentional brand photos that capture the heart of the message you wish to convey will go a long way in helping you create clear offers and visually quantifying your expertise to your audience.
It is time to SHOW your value, so that you will never have to justify your worth to ideal clients again.
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After your visual identity is complete, keep your brand consistent and elevate your first impressions with a lux custom website that visually validates the high value expertise you provide to your customers.
BRAND TOUCHPOINTS
And since a brand is only as impactful as WHERE and HOW you use it, we enjoyed bringing Health Elevated to life through a variety of touchpoints, like thick, gilded edge business cards that feel as luxurious as the idea of in-home concierge health services.
Physical touchpoints reflect the quality of what Amy and her team provide through premium effects such as gold & black foil, suede touch, etc. Embossing is used frequently to bring a 3D element to the idea of being elevated.
EMBROIDERED UNIFORMS
POCKET FOLDERS
Our clients believe in always finding a way to add more value to their audience. We believe that excellence across ALL touchpoints equals brand experiences that matter. And when these two values align, you get beautifully on brand touchpoints that highlight the content you are providing, and make the learning experience enjoyable for your audience.
LEAD MAGNETS & EBOOKS
For educational content, sometimes stock photos are a great option! But in that case, they need to be intentional, tell the right message and align with the brand's overall visual style. Since Amy is known for putting her clients at ease, and making somewhat taboo topics about health completely comfortable to talk about, we chose to enlist humor to help!
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The cover of her free e-book is a perfect example of following the on brand humor, while keeping it classy.
BUSINESS CARD DESIGN
BRAND PHOTO SHOOT DONE IN COLLABORATION WITH LYDIA WOOSLEY PHOTOGRAPHY
SOCIAL MEDIA STYLES
