Specs

Identity package and tagline.

 

The Problem

Resolution came in search of a professional, approachable look to attract clientele to their new location in Madison. They wanted to stand out from their local competitors and differentiate themselves from commercial massage clinics that can feel more corporate and impersonal compared to Resolution's tailored, therapeutic massage service.

 

The Solution 

I started the design process looking for a letterform that could symbolize the process that patients undergo over the course of their therapy. To create this effect in the "R", I combined rigid, angled elements that transition into soft, flowing curves—a more subtle approach to showing the idea of bringing relief to stiff muscles. This idea was echoed in the enclosing shape with undulating curves that insulate the "R."

 

To support the idea of a friendly and confident service, I selected a strong, rounded font, and added a period to make the name “Resolution” into a declaration rather than just a name. The dominant use of a warm purple and soft gradients instill a sense of optimism and progress. The combination of fine papers and a handstamped version of the mark make for an inviting, long-lasting impression. 

 

We worked together to create a tagline that sums up the clinic’s mission, ”Find Resolution and Relax.”

 

The Results

Over the course of the next several months, the clientele continues to grow, along with their list of regulars from the downtown Madison area. The clinic now helps graduate students, professors, business owners and businessmen and women passing through town. Andrea is becoming known as a caring massage therapist who makes a practical difference in her client's lives.