Northbound Wellness Clinic
Northbound Wellness Clinic is a brand and website design concept for an independent physiotherapy and sports-injury practice. The brief imagines a clinic growing from one treatment room into a fuller wellness studio after years of relying on word of mouth.
I explored an identity and digital presence that would feel clear and reassuring to runners, office workers and people seeking information about treatment. The work brings the logo, visual direction and website together around a more professional first impression and an easier-to-understand service and booking journey.
Figma
Used
Affinity Designer
Used
UI
Used
Apple Pencil
Used
Goal
Give the proposed clinic a coherent identity for its next stage of growth. The design needed to communicate professional care, explain the services clearly and make the route towards booking easier to understand for people arriving with different needs.
Tone
Calm, capable and welcoming. The direction combines the clarity people expect from a healthcare practice with a friendly, human presentation. Clear typography and restrained colour support a reassuring experience throughout the identity and website.
Logo Design
The identity uses restrained typography, soft neutrals and an upward visual cue. The intention is to balance clinical clarity with an approachable, supportive character.
Website Design
The website layouts organise treatment information, navigation and booking prompts into a clear sequence. Photography adds an outdoor and active-life setting to the clinic concept, while restrained spacing and typography keep the service information prominent.
Contact details and calls to action are placed consistently, giving visitors a straightforward next step after reading about a service.
Branding
Soft neutrals, clear typography and the upward motif form a consistent visual system across the identity and website. The direction was designed to feel professional and reassuring, with enough warmth for a community-focused practice.
