Greg Washington

Greg Washington

Myodetox Brand Redesign

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Myodetox is a Physiotherapy company who needed to move beyond the world of recovery into the world of health & wellness. But the brand felt intimidating, preventing them from growing their business.

They wanted to bring better body awareness and physical treatment to the masses. But the perception was that they were a high-end service for performance athletes. Therapists felt like they weren’t experienced enough to work there. Customers felt like they weren’t fit enough to go there. This perception couldn’t be further from the truth. We created a visual language that would re-position them as an accessible vitality brand.

Myo - Text 1UP

Myodetox is a Physiotherapy company who needed to move beyond the world of recovery into the world of health & wellness. But the brand felt intimidating, preventing them from growing their business.

They wanted to bring better body awareness and physical treatment to the masses. But the perception was that they were a high-end service for performance athletes. Therapists felt like they weren’t experienced enough to work there. Customers felt like they weren’t fit enough to go there. This perception couldn’t be further from the truth. We created a visual language that would re-position them as an accessible vitality brand.

Myodetox is a Physiotherapy company who needed to move beyond the world of recovery into the world of health & wellness. But the brand felt intimidating, preventing them from growing their business.

They wanted to bring better body awareness and physical treatment to the masses. But the perception was that they were a high-end service for performance athletes. Therapists felt like they weren’t experienced enough to work there. Customers felt like they weren’t fit enough to go there. This perception couldn’t be further from the truth. We created a visual language that would re-position them as an accessible vitality brand.

Myodetox is a Physiotherapy company who needed to move beyond the world of recovery into the world of health & wellness. But the brand felt intimidating, preventing them from growing their business.

They wanted to bring better body awareness and physical treatment to the masses. But the perception was that they were a high-end service for performance athletes. Therapists felt like they weren’t experienced enough to work there. Customers felt like they weren’t fit enough to go there. This perception couldn’t be further from the truth. We created a visual language that would re-position them as an accessible vitality brand.

Myodetox is a Physiotherapy company who needed to move beyond the world of recovery into the world of health & wellness. But the brand felt intimidating, preventing them from growing their business.

They wanted to bring better body awareness and physical treatment to the masses. But the perception was that they were a high-end service for performance athletes. Therapists felt like they weren’t experienced enough to work there. Customers felt like they weren’t fit enough to go there. This perception couldn’t be further from the truth. We created a visual language that would re-position them as an accessible vitality brand.

Myodetox is a Physiotherapy company who needed to move beyond the world of recovery into the world of health & wellness. But the brand felt intimidating, preventing them from growing their business.

They wanted to bring better body awareness and physical treatment to the masses. But the perception was that they were a high-end service for performance athletes. Therapists felt like they weren’t experienced enough to work there. Customers felt like they weren’t fit enough to go there. This perception couldn’t be further from the truth. We created a visual language that would re-position them as an accessible vitality brand.

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Myo - Image FS (Poster)

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A simplified wordmark

A simplified wordmark

We shortened the name by removing “detox,” which simplified pronunciation and made it easier to remember. Doing so also shed the negative connotations held within the industry. Many people thought Myodetox was a service for recovering alcohol/drug addicts.

Myo - Text 1UP "We shortened the"

A simplified wordmark

We shortened the name by removing “detox,” which simplified pronunciation and made it easier to remember. Doing so also shed the negative connotations held within the industry. Many people thought Myodetox was a service for recovering alcohol/drug addicts.

We shortened the name by removing “detox,” which simplified pronunciation and made it easier to remember. Doing so also shed the negative connotations held within the industry. Many people thought Myodetox was a service for recovering alcohol/drug addicts.

A simplified wordmark

We shortened the name by removing “detox,” which simplified pronunciation and made it easier to remember. Doing so also shed the negative connotations held within the industry. Many people thought Myodetox was a service for recovering alcohol/drug addicts.

A simplified wordmark

We shortened the name by removing “detox,” which simplified pronunciation and made it easier to remember. Doing so also shed the negative connotations held within the industry. Many people thought Myodetox was a service for recovering alcohol/drug addicts.

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Myo - Image 1UP "Logo"

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We chose a lower-case “m” to make the logo non-threatening. We set the wordmark in bold type as to be visible at all sizes. And we paired the lower-case “m” with an upper-case “Y” to make it structurally balanced and distinct.

Myo - Text 1UP "We chose a"

We chose a lower-case “m” to make the logo non-threatening. We set the wordmark in bold type as to be visible at all sizes. And we paired the lower-case “m” with an upper-case “Y” to make it structurally balanced and distinct.

We chose a lower-case “m” to make the logo non-threatening. We set the wordmark in bold type as to be visible at all sizes. And we paired the lower-case “m” with an upper-case “Y” to make it structurally balanced and distinct.

We chose a lower-case “m” to make the logo non-threatening. We set the wordmark in bold type as to be visible at all sizes. And we paired the lower-case “m” with an upper-case “Y” to make it structurally balanced and distinct.

We chose a lower-case “m” to make the logo non-threatening. We set the wordmark in bold type as to be visible at all sizes. And we paired the lower-case “m” with an upper-case “Y” to make it structurally balanced and distinct.

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Vibrant Colors

Vibrant Colors

We kept purple in their palette because it’s not used often, which makes it own-able. But we introduced several new colors. Forest green conveyed a sense of intelligence and reliability, while neon-yellow allowed us to command customer’s attention when needed.

Myo - Text 1UP "We kept purple"

Vibrant Colors

We kept purple in their palette because it’s not used often, which makes it own-able. But we introduced several new colors. Forest green conveyed a sense of intelligence and reliability, while neon-yellow allowed us to command customer’s attention when needed.

We kept purple in their palette because it’s not used often, which makes it own-able. But we introduced several new colors. Forest green conveyed a sense of intelligence and reliability, while neon-yellow allowed us to command customer’s attention when needed.

Vibrant Colors

We kept purple in their palette because it’s not used often, which makes it own-able. But we introduced several new colors. Forest green conveyed a sense of intelligence and reliability, while neon-yellow allowed us to command customer’s attention when needed.

Vibrant Colors

We kept purple in their palette because it’s not used often, which makes it own-able. But we introduced several new colors. Forest green conveyed a sense of intelligence and reliability, while neon-yellow allowed us to command customer’s attention when needed.

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Myo - Image 4UP

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Myo - Image FS "Stationary"

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Myo - Image 1UP "Lines"

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Graphic Flexibility

Graphic Flexibility

We introduced a new graphic language that made their brand collateral an extension of the logo. The various lines represents the connectedness of the body. This analogy was also used as a visual framework to guide compositions for core brand collateral.

Myo - Text 1UP "Graphic Flexibility"

Graphic Flexibility

We introduced a new graphic language that made their brand collateral an extension of the logo. The various lines represents the connectedness of the body. This analogy was also used as a visual framework to guide compositions for core brand collateral.

We introduced a new graphic language that made their brand collateral an extension of the logo. The various lines represents the connectedness of the body. This analogy was also used as a visual framework to guide compositions for core brand collateral.

Graphic Flexibility

We introduced a new graphic language that made their brand collateral an extension of the logo. The various lines represents the connectedness of the body. This analogy was also used as a visual framework to guide compositions for core brand collateral.

Graphic Flexibility

We introduced a new graphic language that made their brand collateral an extension of the logo. The various lines represents the connectedness of the body. This analogy was also used as a visual framework to guide compositions for core brand collateral.

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Myo - Image 3UP

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Lifestyle Photography

Lifestyle Photography

Photographs of people in natural environments (instead of being treated in the clinic) helped shift the focus from selling a service to selling an outcome of service – better living.

Myo - Text 1UP "Lifestyle Photography"

Lifestyle Photography

Photographs of people in natural environments (instead of being treated in the clinic) helped shift the focus from selling a service to selling an outcome of service – better living.

Photographs of people in natural environments (instead of being treated in the clinic) helped shift the focus from selling a service to selling an outcome of service – better living.

Lifestyle Photography

Photographs of people in natural environments (instead of being treated in the clinic) helped shift the focus from selling a service to selling an outcome of service – better living.

Lifestyle Photography

Photographs of people in natural environments (instead of being treated in the clinic) helped shift the focus from selling a service to selling an outcome of service – better living.

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Myo - Image 4UP Collage

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In the digital age where everything is crisp and sharp, our direction paid homage to the late ‘90s & early ‘00s. Introducing motion blur as a visual mnemonic, complimenting the shift in messaging – from fixing pain to moving better.

Myo - Text 1UP "In the digital age"

In the digital age where everything is crisp and sharp, our direction paid homage to the late ‘90s & early ‘00s. Introducing motion blur as a visual mnemonic, complimenting the shift in messaging – from fixing pain to moving better.

In the digital age where everything is crisp and sharp, our direction paid homage to the late ‘90s & early ‘00s. Introducing motion blur as a visual mnemonic, complimenting the shift in messaging – from fixing pain to moving better.

In the digital age where everything is crisp and sharp, our direction paid homage to the late ‘90s & early ‘00s. Introducing motion blur as a visual mnemonic, complimenting the shift in messaging – from fixing pain to moving better.

In the digital age where everything is crisp and sharp, our direction paid homage to the late ‘90s & early ‘00s. Introducing motion blur as a visual mnemonic, complimenting the shift in messaging – from fixing pain to moving better.

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Myo - Image FS "Billboard"

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Myo - Image FS "Hoarding"

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Myo - Image FS "3UP Billboard"

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Myo - Image 2UP FS "App 1"

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Myo - Image FS "Laptop"

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Myo - Image 2UP FS "App 2"

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Project Credit

Creative Direction: Greg Washington
Design: Greg Washington, Natalie Papanikolov
Strategy: Michael Bercasio
Copy: Kate Bowen

Project Credit

Myo - Text 1UP "Credit"

Creative Direction: Greg Washington
Design: Greg Washington, Natalie Papanikolov
Strategy: Michael Bercasio
Copy: Kate Bowen

Project Credit

Creative Direction: Greg Washington
Design: Greg Washington, Natalie Papanikolov
Strategy: Michael Bercasio
Copy: Kate Bowen

Creative Direction: Greg Washington
Design: Greg Washington, Natalie Papanikolov
Strategy: Michael Bercasio
Copy: Kate Bowen

Project Credit

Creative Direction: Greg Washington
Design: Greg Washington, Natalie Papanikolov
Strategy: Michael Bercasio
Copy: Kate Bowen

Project Credit

Creative Direction: Greg Washington
Design: Greg Washington, Natalie Papanikolov
Strategy: Michael Bercasio
Copy: Kate Bowen