World Physiotherapy branding
World Physiotherapy has been representing national physiotherapy organisations globally since 1951, helping develop, maintain and restore people’s movement and functional ability. Today they represent more than 625,000 physiotherapists worldwide through 121 member organisations (MOs).
As well as renaming themselves (from World Confederation of Physical Therapy) they needed a complete rebrand.
The discovery phase investigated the history of the brand and its campaigns before moving into moodboards exploring concepts such as ‘movement' as well as colour and photography.
Alternative routes were presented as part of the process, each hinting at the historical circular logo and improving the blues, while bringing typography and style up to date.
The final logo is built from repeating circles on a grid, with four concepts included: connection, movement, wellbeing and global.
The vibrant new palette and use of TT Norms as a modern sans typeface presents World Physiotherapy as a dynamic modern organisation.
Complex templates and data visualisation were part of the website design, with each of the Member Organisations requiring their own profile.
Many sub-brands were consolidated, helping audiences understand a more consistent message.
The brand was guided by the phrase “the escalators will be empty at Congress”, which came out during briefing sessions. This revealed that the audience liked to be always moving, as they’d always prefer to take the stairs.
“We asked Fat Beehive to come up with a brand that was more inclusive and better reflected the global physiotherapy profession. Feedback about the brand has been really positive – people love the vibrancy and freshness.”
Freya Rodger, Head of Marketing and Communications, World Physiotherapy