Wholesum
Rebranding a well-known massage therapist with a new name and brand identity to separate from the industry and grow the practice beyond just service into products, education, and technology.
The Client
Respected in their industry for medical knowledge and technical expertise, the client specialized in much more than just massage therapy. They were ready to take things to the next level and grow their business.
The Challenge
As their expertise became more known, they hit a ceiling in their industry limiting their offerings, growth, and success. The challenge discovered was to address this by strategically repositioning the brand to allow for higher perceived value as well as more extensive growth that will enable the brand to increase revenue and profitability.
The Strategy
Focusing on what worked for the business to this point gave us adequate insight into points of leverage for the successful repositioning of the brand. The business and audience will experience a more fulfilling focus and clarity that will increase the value created and value captured. Based on the client’s holistic approach to wellness for an optimized active lifestyle, we established the strategy on the timeless adage of “the whole is greater than the sum of its parts” — the new name, Wholesum, was derived from this principle further expressing the strategy and aligning with our desired audience.
The Design
The overall aesthetic needed to incorporate an active persona that also has a technological edge as Wholesum is focused on the optimization of health. The design is sleek and leans on the professionalism of their medical-grade expertise, but also fitting for the specialization of wellness and cutting-edge tech. The icon symbolizing the Wholesum principle needed to be abstract and minimal. Something that can be an inside secret, but also worn on a hat or on an app where it reflects the audience and has meaning.
The Creative Solution*
Revitalizing the important assets of the existing business to further their expertise will lead to deeper success beyond just their immediate service industry. The complete brand envelopes the mindset of the business and what its audience loves about them. By creatively expressing the principle of Wholesum, the brand is positioned and elevated to expand and grow profitably.
The Results
Significant increase of the value created and captured through a new brand that simultaneously refines the positioned perception of the business in the market while increasing the potential of profitable business opportunities.
*Learn more why our solutions drive results.
