On the Run Chiropractic

Complete strategic brand guidelines process

A chiropractor approached me to help develop a complete brand style guide for a mobile clinic he was developing.

A style guide contains all the guidelines for brand strategy, typography, colors, photography, textures, voice, etc. in one incredibly useful document. This any work done for the brand to stay consistent across all touch points.

He came in with no knowledge of branding whatsoever, and no clue what he wanted visually for the brand. So we started with a lot of collaborative exploration.

We went through an extensive multi-session strategy process where we talked about his story, his ideal client, his values, his purpose, etc.

I really enjoyed interviewing him, exploring his point of view, and teasing this really joyful and empowering brand persona out of him. I think it was clarifying for him in many ways to have a guide as he thought about his purpose and values surrounding his own work.

Next, I drew up a few mood boards for him to look at, which led to the development of an energizing color palette that he loved.

Finally, we nailed down the general feeling of his brand voice. This was a step we took for future use, in case he ever hired anyone to write marketing copy or create social media posts.

Then it was time for me to really get to work.

First I developed the logo system. The reason why my client chose the name “On the Run Chiropractic” was because it was going to be a mobile clinic, but also because he is a devoted marathon runner and coach as well.

I drew a runner with a multicolored spine and set him in motion across the logo. I thought it would be fun to draw a few different types of athletes in motion in the style of the logo for use by the brand as well. You can see these athletes in the image below:

I also developed additional materials and assets including a sleek business card and social media templates.

Once all of the guidelines had been approved by my client, I wrote and designed the manual in Adobe InDesign, including mockups of how certain elements should be used.

Unfortunately, after all of that work, the business launch was put on hold. But it was a wonderful experience working with this chiropractor, and I hope he is able to start up soon!