Brand strategy, Naming ideation, Brand identity, Copywriting, Signage, Graphic design, Launch campaign
When designing the logo, depicting Elementals’ key points of difference was our focus. Showcasing the holistic health pillars of mental, physical and spiritual health and treating the body as a whole system rather than separate parts was top-of-mind. Interconnected circles capture holistic energy, the 4 essential foundations of being: air, water, earth and fire. Look closer and you’ll see interconnecting circles, carefully arranged to evoke the form of a butterfly — the ultimate symbol of transformation. Evoking a sense of happiness that harmoniously aligns with natural processes, sparking movement and change, was key.
We took this a step further with the equal square cross adding balance. It also bound together the idea of traditional chiropractic practices with the holistic approach — a bold nod to Elemental Chiropractic’s point of difference. The intersection, the central point, marks a contemporary take on the north star; used here to guide and provide structure and stability — something we all need while on a wellbeing path.
Colour — particularly artful blending of tones played a key role in the brand’s visual style. We created the bespoke ‘Colours of Life’ gradient, with transitions that create new colours. Guiding the eye and mind with soothing tones, it also mirrors Elemental’s philosophy that our health and our bodies are inseparable from the whole system, every part of our being works together as one. The gradient is used throughout communications as expressive movement. Elemental’s uplifting and vibrant secondary colour palette of Earth Green, Air Yellow, Fire Orange and Water Blue make up this tonal mood. It’s a breath of fresh air for a medical practitioner.
Iconography is a signature of the Elemental Brand Identity — an invitation for us to engage eyes, improve the user experience and educate instantly and expressively. We see Elemental Chiropractic’s icons as providing a sense of calmness, progressiveness and way of communicating complex information and new information seamlessly. It’s subtle, yet highly distinctive. Not to mention, a poetic illustration of Elemental Chiropractic’s elevated, education-based approach to wellness.
A rebrand is no small task in today’s finely-tuned digital world. Using our robust brand strategy as the north star, we created a dynamic launch — exploring the most abstract details against a big picture snapshot — to kick-start the momentum for the new brand positioning and narrative. Education being the main focus.
Sam's creative mind beautifully translated my rebrand from what was in my head onto paper, print, online and all things in-between. I felt her passion during this whole process as she lived and breathed my brand just as much as I did. She was even able to complete all of this with me being in Sydney! Since the launch of my new brand all her hard work and efforts to make it come to light have been solidified with the feedback and response thus far. I am beyond happy with her work ethic, eye for detail no matter how small and caring nature to make sure my new modern brand was something I truly loved. Coside is beyond professional, masters of their craft and an elite branding team. I could not have asked for more.
