WCPT felt they were being viewed as a ‘Debenhams’ within their brand space (safe, dependable, reliable), but were hoping to be more ‘Liberty’ (a heritage brand that has successfully reinvented itself). Our guiding quote from an early meeting was “the escalators will be empty at Congress”, which revealed the essence of the organisation: active people who would much rather take the stairs!
WCPT had also approved a new snappier name for us to build from – World Physiotherapy – which freed us from acronym territory (and we know how much the third sector loves an acronym!).
Our brand audit revealed a rich and empowered history, often driven by women, with this video from the first International Congress showing just how progressive WCPT was, and still is. It also revealed national physiotherapy associations had moved ahead of the global body in their presentation, making WCPT look outdated.
Through mood boards, we began exploring visual and typographic concepts for movement, colour and professionalism. We kept blue as the lead colour for continuity but dialled it up to a rich, vibrant tone, which works especially well on screens.
We investigated icons, new logos, typography and patterns, as well as modern interpretations of globes, subtly referencing the organisation’s early logos.