Healthy Families Chiropractic wanted an identity system that celebrated the natural beauty of the Minnesota boundary waters, felt welcoming to families and included some connection to the world of chiropractic care.
Services Provided: Creative Direction / Graphic Design / Illustration
A minimalistic illustration of the Minnesota boundary waters was developed to connect directly to outdoor-minded families. The symmetrical construction and 5 branched center tree represents the human spine and the 5 key zones related to comprehensive chiropractic care.
The typeface Avenir helped to reinforce the brand’s friendly visual tone and aid in the legibility of a typographically complicated mark. A smile inducing color palette and playful stretching animal icons were developed to inspire patients of all ages.
The system was created to be approachable and fun while photo direction was defined to showcase a wide range of individuals and families, all enjoying an active lifestyle out in nature.
