Brand | Website | Windows | Signage | Print
Shaftesbury Chiropractic
Re-brand of this well established practice based in Shaftesbury, Dorset
The strategic challenge
A brand that feels like recovery, not medicine
What we did: Tone of voice • Brand identity • Website wireframes • Illustration Signage • Interior & window design • Promotional materials • Stationery
The design challenge
Chiropractic practices face a familiar branding trap: lean too clinical and you alienate the people who need you most. Shaftesbury Chiropractic had outgrown its identity. Under Vanessa Spencer's leadership the practice had evolved into something broader, a lifestyle-led, multi-disciplinary wellness space offering chiropractic care, sports massage and pilates. The brand needed to catch up.
It also needed to feel right for its setting: a smart Georgian building in Shaftesbury that called for something considered and modern, not medical and transactional.
The Solution
We started with conversations about audience and vision — the kind of confident statements that only emerge when you ask the right questions. From there, the creative direction became clear: movement, flow and space rather than anatomy and diagnosis.
The logo captures this precisely. Abstract and quietly sophisticated, it draws on the natural curve of the spine without ever illustrating it literally. It suggests alignment, ease, recovery — the feeling of a practice that works with the body rather than on it. Every subsequent design decision, from the colour palette to the illustration style, was held against that same feeling.
The result is a brand that works across every touchpoint: restful enough for a treatment room, fresh enough for social media, confident enough for a Georgian shopfront.
Design Application
Once the identity was established we worked with digital partner Tom on the website, commissioning photography and video with Will St James to capture the team, interiors and exterior. The brand extended across signage, window vinyl graphics, stationery, printed materials, seasonal cards and exhibition display items — every surface considered, nothing accidental.
