FOR IMMEDIATE RELEASE

Freistil: A Modern Corporate Identity Bridging Tradition and Innovation in Physiotherapy

Freistil, the new corporate identity for a long-standing physiotherapy practice, was conceived by designer Ina Oakley in collaboration with Anne-Marie Bayer. The project began in February 2023 and concluded in September 2023, following the client's acquisition of the business and her vision to infuse it with fresh energy while honoring its established reputation. The resulting brand identity, which translates to "free style," reflects a philosophy of individualized treatment paths and a welcoming, dynamic environment for all ages.

The design process focused on creating a visual language that communicates both movement and flexibility, using a dynamic text-based logo and illustrative elements. The color palette-purple, coral, off-white, and blue-was chosen to symbolize creativity, freshness, and competence. Materials for print and merchandise, such as business cards and apparel, were carefully selected for their sustainability and quality, reinforcing the brand's commitment to authenticity and environmental responsibility. Web design was executed in Adobe XD and implemented via WordPress, ensuring a modern and accessible digital presence.

Freistil's identity successfully bridges the gap between tradition and innovation, appealing to both the practice's loyal older clientele and a new generation seeking modern healthcare solutions. Extensive research, including interviews with local residents and exploration of both traditional and contemporary physiotherapy practices, informed the design. The project overcame the challenge of balancing trust and familiarity with the need for revitalization, resulting in a brand that inspires movement, well-being, and openness. The recognition by the A' Design Award underscores Freistil's impact in elevating visual communication within the healthcare sector.

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