The challenge: take three experienced physical therapists with two PT specialties (pelvic floor physical therapy and breast cancer rehabilitation) and create a single voice and vision for a new joint venture. 

As co-owners of the newly minted Level Up Well PT, Hilary, Chelsea, and Kristin were clear that they weren’t interested in the oft-seen serene, quiet tones and tropes of women’s health branding. No lotus flowers, breast cancer ribbons, or  anything sedate. Instead, the three wanted to develop a practice that was vibrant, active, strong, upbeat, and committed to getting patients back to the activities they love. 

Our work together was all about uncovering and refining this distinct point of view on women’s health and wellness—and then finding the messaging and images to express that boldly. The goal: create something unexpected, memorable, and authentic. Here the choices in brand photography, especially the moody blues and bold, inclusive editorial-like images conveyed this strength while also acknowledging the vulnerability their clients can feel in the work they do and the conditions they treat. 

One key was delineating a clear “front door” for each of the two specialities (pelvic floor and breast cancer rehab) because of the two distinct audiences, while making the practice feel unified and part of a larger mission in women’s health care. This led to ditching a typical hero image, and dividing the top of the home page into two—celebrating each specialty as its own entity yet using imagery that connected them.

This was also a case where the use of thoughtful FAQs for the practice as a whole and for each of the two subspecialties allowed these practitioners (and now business owners) to demonstrate their depth of knowledge in a concise, informative way while keeping the tone of the main text casual, yet professional.