In-Balance

Brand development

There comes a point in every business' evolution where they're faced with a choice: keep on keepin' on, or trailblaze off into the sunset.

After 12 years of smashing it in the physiotherapy industry, In-Balance had outgrown their offices and were at a pivotal point in their development.

They wanted to go where no Launnie physiotherapy clinic had gone before and expand their service offering to include dietetics, occupational therapy, massage, pilates, exercise physiology, clinical psychology, hydrotherapy, acupuncture and pain management. They wanted to be the one-stop-shop of all things health and wellness, and create a space where they were not only treating symptoms but setting clients up for kick-ass quality of life.

They came to us for strategic brand and marketing advice to help develop a brand that would reflect their new focus. Their rebrand was based around the idea of taking a new approach to health care - this inspired their positioning line 'A new movement'.

Being tucked away on a cosy internal block, their new location proved to be one of the main challenges in their relocation. Why splash out on a fresh new brand if no one's going to see it, right? We audited the site and developed a wayfinding strategy, outlining where to strategically place signage to capture the most attention.

Working with a Heritage Listed building had its own challenges in terms of limiting where signage could be attached to existing walls, meaning we had to get creative with design and physical placement to make sure the entrance was clearly signposted.

There can be a lot to juggle when you're busy shaking up an industry, so we'll be working with In-Balance over the next few months to roll out our way-finding recommendations in a staged approach.

Internal fit-out

In-Balance's new space, located at 233b Charles Street is a Heritage Listed building with a long history and many previous uses. Our challenge was to make it next-level modern and worthy of groovers like In-Balance while maintaining its historical quirks.

The studio was designed to be bright, airy, and full of natural light. In line with their rebrand, it was designed to be a place where clients could really zen-out. The original pressed tin ceilings and ornate detailing were refurbished and given a new lease of life to maintain the historical integrity of the building but were combined with timber, plywood and other natural materials to create a calm, modern and uplifting spaces.

Other mod-cons had to be taken into consideration in the internal architecture, like new amenities and the addition of an elevator for second storey access.

The design worked hand-in-hand with their refreshed brand. It embodied the idea of 'A new movement' by taking an unremarkable space and turning it into a next-gen health and wellness hub.