Case Studies Healthcare | Renovia Massage Centers
Creating a new brand for an existing business with a new focus
Renovia’s founders engaged L&A to create their brand image, name and new visual identity as they prepared to open locations throughout the San Francisco Bay Area.
- Create a new name and visual brand appealing to a diverse audience of professionals–both male and female. Also appeal to an audience spending numerous hours at computers as well as being active sports enthusiasts.
- Communicate a wide range of offerings including relaxation massage, sports-specific massage and reflexology.
- Design a scalable mark that conveys the feeing of the full logotype for use in constrained spaces to use for signage, print and online marketing.
- Develop a systematic approach to encourage consistency as their internal team applies the brand to future marketing efforts.
To distill the essence of the brand, we worked with our client to build a solid understanding of their business and future goals. Our creative brief articulated brand attributes and a clear customer profile to guide all decision-making.
Both in-person and online competitive research determined ways the new brand name and visual identity would stand apart and above.
We designed a flexible brand architecture that is extensible across all future marketing applications.
We tested the final visual identity at various sizes and weights for maximum legibility in all media, both screen and print.
Naming We engaged Nancy Friedman of Wordworking to create the new name for the massage centers. ‘Renovia’ conveys the company’s brand values of healing, strength, trust, energy and balance.
Visual Identity The new logo and color palette communicate the attributes of wellness and strength that also guided the naming process. We chose Neutraface for its modern, clean shape to appeal to both men and women. Custom-crafted proprietary lettering for both the ‘R’ and ‘A’ creates a unique wordmark. In addition to creating two ‘lockups’ for the logo, the custom ‘O’ illustration can act as the Renovia logo in certain contexts.
Environmental Working with architect Daniel Macdonald of DMAIA, we developed primary and secondary palettes applied to signage, building exterior and interior design.
Renovia Massage Centers are now strongly positioned throughout the Bay Area with a new name and brand identity that distinguishes them from competitors and that will stay relevant for decades. The new logo is adaptable across all media including brochures, uniforms, packaging, website and Renovia’s social media presence.
Renovia Massage Center has locations throughout the San Francisco Bay Area specializing in sports massage, relaxation massage and reflexology for active men and women.