Arcwise Physio: key visual
The brief we wrote
Arcwise Physio: the problem.
Arcwise Physio is a fictional practice with clinics in Kothrud, Baner, Aundh and Wakad, opened one at a time over eight years. Each has different signage, a different Google listing and a different website. Patients who move across the city don’t realise they can keep seeing the same team.
The bigger problem is clinical. Patients stop coming when the pain eases, often before their treatment plan is finished, and many come back months later with the same problem.
What the category does
- Clinical blue, a stock photo of someone holding their back, and a list of conditions.
- Separate listings per clinic, each with a slightly different name and phone number.
- Nothing that shows a patient how far they’ve come, so the plan feels endless.
The insight
Patients stop when they stop noticing progress.
Recovery in physiotherapy is slow and quiet. Knee bend improves by a few degrees a week, and nobody notices a few degrees. If the brand can make progress visible, patients have a reason to finish the plan, and a reason to tell their friends where they went.
Three routes, one chosen
Three directions for Arcwise Physio, one chosen.
Route A
Evidence-based care.
Clinical authority
True, but cold, and it looks like every hospital department.
Parked
Route B
Get back in the game.
Sports performance
Strong for athletes, but it excludes the older patients who make up most of the caseload.
Parked
Route C
Progress you can see.
Progress you can see
Useful to every patient, and it gives the clinics something real to design around.
Chosen
01 · Identity
Arcwise Physio: a brand that looks like itself.
A warm, rounded grotesque and a palette of coral and sand instead of clinical blue. The core device is the arc: a quarter-circle that fills as treatment moves forward. It appears on the progress card, in the app, on signage and on the website.
- Wordmark set in Bricolage Grotesque
- Coral, sand, clay and ink: warm, not clinical
- The arc: a progress mark that fills session by session
Arcwise Physio: wordmark, colour palette and typography
02 · Website
The Arcwise Physio website, built around the idea.
One website replaces four. Each clinic gets its own local page, written the way patients actually search, with directions, timings and the team at that location.
- One brand, four clinic pages
- Condition pages written in patients’ words
- Online booking by clinic and physiotherapist
- No testimonials that promise outcomes
Arcwise Physio: website homepage concept
03 · Mobile
Arcwise Physio on mobile, where most customers meet it.
After every session, patients get a simple update: what improved, what to practise at home and when they’re back. The arc fills a little each time.
Arcwise Physio: three mobile screens
04 · In the world
Arcwise Physio, away from the screen.
A progress card patients take home after each session, clinic signage that finally matches, and a front desk that uses the same arc on appointment cards.
Arcwise Physio: brand applications
How we’d know it worked
The numbers we’d agree for Arcwise Physio on day one.
This is a concept, so there are no results to report. These are the measures we’d set with a real client before starting, and review every cycle.
01
Plan completion rate
The share of patients who finish their treatment plan.
02
Rebooking at the front desk
Whether the progress card brings patients back on time.
03
Calls and directions from each clinic listing
Local search working, clinic by clinic.
Why a concept?
Why Arcwise Physio is a concept, and says so.
Arcwise Physio doesn’t exist. We wrote this brief ourselves and took it through the same process we’d use with a client: research, a real insight, routes we could defend and the decisions that follow. Names, prices, people and places in the visuals are illustrative. Client work will appear here when clients say it can.
The services behind it
Have a real brief like Arcwise Physio’s?
Start with a 45-minute Growth Audit. Bring the problem; we’ll bring the questions.