Rebrand for an Occupational Therapist

The goal for Dexterity Hand Therapy was to rebrand it as both premium and grounded in medical credibility by finding the right balance to feel approachable without sacrificing professionalism.

Challenges

The existing brand didn’t reflect the premium quality of care offered, making it harder to attract private-pay clients.

Although the practitioner is highly trained and certified in hand therapy (which is a level of specialization that sets them apart) the brand wasn’t communicating that expertise.
The clinic was often grouped in with general physical therapy clinics that focus on insurance-based care and broader treatment offerings.
There was also a concern around perception: they wanted to ensure the brand felt evidence-based and credible, not “woo-woo” or alternative.
Ultimately, there was a disconnect between the depth of clinical expertise and how the brand was presenting to potential clients.

Opportunities

There was a clear opportunity to reposition the brand as both premium and grounded in medical credibility.
By polishing the visual identity and refining the messaging, we could better appeal to clients seeking specialized, out-of-network care.
Highlighting advanced credentials and one-on-one treatment allowed the brand to stand out from generalized PT clinics.
We also had the chance to strike the right balance to make the brand feel approachable and human without sacrificing professionalism.

Results

The new brand identity feels refined, trustworthy, and aligned with the practitioner’s clinical expertise.

Messaging now communicates specialization and value without overexplaining or diluting the impact.
The updated brand supports a shift toward private-pay clients by signaling credibility and high-quality care.
The practitioner is now equipped with a cohesive brand that reflects the depth of their work and builds confidence in both new and returning clients.
With a complete brand toolkit in place, the practice is now well-positioned to grow with systems, visuals, and messaging that can scale as they expand.

Discovery Process

Before any design work begins, we dive deep into the brand itself. This project started with a collaborative, strategy-led discovery process designed to uncover the core of the business which consists of its essence, personality, and values. Through workshops, we built a full brand house that included mission, vision, purpose, and positioning. I also conducted an audit of the existing brand, developed a roadmap, and created a moodboard to visualize the direction forward.

This phase isn’t just for me as the designer; it’s also equally valuable for the client. It brought them clarity by giving them a way to articulate their brand. The insights from discovery guided every decision that followed, ensuring the brand was visually strong and strategically sound.

The Logomark

The logomark’s overall shape is a stylized letter “D” incorporating a hand in motion, shaped as if molding clay. Inspired by the hands of artists and makers, the mark speaks directly to the client’s niche: creatives whose hands are their livelihood. The rounded fingers and smooth, exaggerated curves lend a quirky, approachable feel, intentionally steering away from clinical aesthetics. It's a logo with personality that’s ownable, memorable, and rooted in the brand’s essence. Designed as a monogram, it offers flexibility for future expansion while staying true to the practice’s focus on shoulder-to-hand care.

Colors

The color palette combines sage green, deep forest green (“Green Relief”), and chartreuse, anchored by a range of supporting greens and earthy clay tones. Together, these colors create a grounded, organic feel that reflects both the natural movement of the body and the creative spirit of the clientele. The tones were chosen to feel calming and accommodating, intentionally moving away from the sterile look common in clinical settings. Instead, the palette evokes a sensibility that’s thoughtful, non-corporate, and quietly bold. Applied consistently across digital and print, the color system supports a brand that feels both professional and personal.

Typography

The brand typography features a pairing of Gelica and Figtree. These two typefaces were chosen for their organic, approachable character. With rounded proportions and soft, humanist details, the fonts echo the brand’s clay-inspired visuals and artistic sensibility. The pairing feels intentionally non-clinical, offering a warmth and friendliness that aligns with the practice’s personality.

Used consistently across digital and print, the typography reinforces the brand’s positioning: professional yet welcoming and deeply human. The similar x-heights and balanced forms between the two typefaces create visual harmony while maintaining a clear hierarchy.

Iconography

The icon set was designed to feel like an extension of the brand’s personality which is simple, solid, and slightly playful. Each icon uses clean shapes and smooth curves that echo the rounded forms found in the logo and typography. The hand icon, in particular, references the same finger shapes as the logomark, reinforcing brand consistency and visual cohesion.

While the icons are minimal, they’re far from generic. Their subtle quirks and consistent use of brand colors give them a distinctive, ownable feel across touchpoints. The icons clearly communicate without feeling overly clinical, supporting the brand’s goal of being professional, approachable, and grounded.

Social Media

To support the brand’s presence on Instagram, I developed a social media starter kit. This is an introductory set of visuals designed to spark ideas and demonstrate how the brand can come to life across content. The templates reflect a consistent look and feel as other collaterals, ensuring cohesion across every touchpoint.

The visuals were built to support the client’s existing content strategy, which focuses on educational posts and behind-the-scenes moments. Each layout integrates brand colors, typography, and graphical elements, making it easy to maintain a consistent voice and visual identity. While the starter kit provides a solid foundation, the full brand book offers additional direction for expanding content creatively and strategically as the practice grows.

Brand Expression

The brand’s expressive elements (flourishes, patterns, and image containers) were designed to reflect the soft, human quality at the heart of the visual identity. Inspired by the curves of the hand in the logo and the letter “D,” these details bring warmth, texture, and dimension to layouts without overwhelming the content.

The pattern was built from a single unit that can be scaled or stretched to create a variety of background treatments. Flourishes act as subtle embellishments, and the image containers borrow their rounded forms from the logomark. All these soften the overall composition and reinforce the brand’s approachable, non-clinical personality.

These elements work in tandem with the color palette to extend the brand’s presence ensuring it remains recognizable and cohesive, even when the logo isn’t present.