INFO THE BACKGROUND Flack Physiotherapy provides a range of services aimed at helping patients address the root causes of pain, therefore eliminating pain and enhancing their overall well-being. THE GOAL Collaborating closely with Flack Physiotherapy the aim was to create a coherent brand strategy, visual identity and tone of voice. The ultimate goal was to position the physiotherapy consultancy as a trusted healthcare provider, dedicated to facilitating individual progress on the path to recovery. THE SOLUTION Flack Physiotherapy employs a simplistically direct logo to convey the brands core values of "movement, positivity, and progression." This is complemented by thoughtfully crafted iconography. The Hero typeface, Aktiv Grotesk Bold, conveys a sense of timelessness, neutrality, and trust, while Aktiv Grotesk Regular is used for hierarchical purposes throughout the identity.