Resilience studio is a self initiated, conceptual project created to illustrate an idea of a 'flipped brand'. The studio is a physiotherapy practice for sportsmen and women who are seeking a community of healthy living and like minded professionals who compliment the lifestyle they choose to live. The brand idea is that of a company run by the needs its customers. Instead of creating a service to sell to a customer base, the studio would mould a service to be empathetic & fit the needs of an existing community.
The brand needed a tone and messaging system that position the service providers as experts in their fields without stating their medical credentials (which I expect is the minimum requirement for any medical practice to exist). A 'flipped brand' is one that is lead by the customers' needs and is imbedded within the community that surrounds the brand. The messaging and persona needed to be housed in a modern and vibrant website, showing capabilities and position within its community.
The messaging foundation was built on a customer personas with specific needs and psychographic behaviours. A brand discovery exercise was done to highlight the brand attributes, persona & positioning.
A website wireframe and high fidelity layout was the final vessel to house the information and imagery of the concept.
Does an understanding of their interests and concerns differentiate the studio enough & make it more relevant? Compared to a generic approach of stating expertise generalised offerings.
Focus was not on technical expertise of the studio itself, rather how to appeal to the smallest viable audience (Athletes / Crossfit / runners / swimmers). The website copy deliberately avoids statements starting with 'We....'; giving the website user opportunity to identify a life of positive change while being part of the community surrounding the studio.
Topics unpacked:
- Identity, Persona's needs & Emotional states associated with being part of the tribe.
- Tribe's characteristics, appeal & connections
- Deliberate understanding of the community and what they value
- Opportunity to connect beyond the place of business