Greenwich Bay Chiropractic

Client

Greenwich Bay Chiropractic (GBC) is a chiropractic care business based in East Greenwich, Rhode Island. GBC is run by Dr. Devon Barley who has been offering professional care for six-plus years. He believes chiropractic care can lead to less illness, faster recovery from sport related injuries, and result in a healthier life.

The Challenge

A few months before their grand opening, GBC came to me in search of a logo. They were looking for something that was modern, catchy, and clean, but set apart from generic chiropractic logos. Additionally, the GBC logo had to be minimalist and sharp, while simultaneously appearing fresh and calming. Furthermore, nautical iconography was a plus since GBC is located near the bay. The goal was to create a primary and secondary logo, along with a third option containing a tagline.

Discovery

The Discovery phase began with doing research for mood board creation. I searched minimalist logos and lettermarks from contrasting brands. Additionally, I explored chiropractic logos from local to national and global. It is important to see what the competition is doing so we know what to avoid and what we can do better to standout. Furthermore, I put together a color palette containing slate blues, grays, and white as that is what GBC requested. With the client onboard with the mood boards, I was ready to whip out my pencil and sketchbook.

Creation Process

The Creation Process started with a brainstorming session called mind mapping (also known as word mapping). This is a great way to dissect the client’s brief. It allows me to associate words with symbols that I can implement during the sketching process.

I then jumped into sketching. I used the mind map and mood boards I created as reference. Additionally, I used research I gathered on the practice of chiropractic care as well as the skeletal system. The majority of my ideas used the concept of the spine as evident from my sketchbook and first round of logo concepts.

It was very important that the initial logos that I presented to my client incorporated a mix of the keywords we discussed in our design brief. These keywords were natural, efficient, health, wellness, sharp, specific, effective, family, hope, relationships, & community. I made sure at least one of these keywords were evident in my logos.

Three out of the four logos I presented to Dr. Barley integrated the spine. It was the one other option, the one I presented first, that stood out from the rest. This idea came to me towards the end of my sketching process when I was having a creative block. Sometimes when I’m having a creative block, I like to close my eyes and visualize my ideas in my head. I had an eureka moment when I came up with a way to include negative space and nautical themes into a logo. It was this logo that was eventually chosen to represent GBC.

Client

The Challenge

Discovery

Creation Process

The Creation Process started with a brainstorming session called mind mapping (also known as word mapping). This is a great way to dissect the client’s brief. It allows me to associate words with symbols that I can implement during the sketching process.

Creation Process (cont'd)

The Solution

The final logo checked all the boxes. The lettermark along with the logotype used a modern and clean typeface known as Proxima Nova. Additionally, the lettermark is catchy, sharp, and fresh with the double meaning inclusion of the negative space used within the letter B (see V1’s logo analysis under Creation Process). The color scheme used was made up of a dark slate blue and light gray, which achieves the feeling of calm. The ocean wave found in the letter B combined with the color palette help the logo to give off nautical vibes. All these elements combined aid the logo to stand out from local competitors and conveys confidence for the brand.

The Solution

The End Result

The GBC logo and its alternatives were finalized in time for the opening of the business. The logo materials were used to create a website, social banners, and signage. This fresh image communicates professionalism and poise to the brand. GBC can now look forward to their goal of forming long lasting relationships and contributing to the community as a whole through natural chiropractic care.

The End Result

I was fortunate enough to enlist the services of Cassio Vieira for my branding and logo design. I really can’t say enough good things about him. His step-by-step methodical approach and his pure understanding of your logo, your brand identity, and what it represents for you allowed him to create a product for me that represents, not only myself, but my business and it allows me to project that to my future clients. I can’t say enough about his services. He was specific along the way. We checked in along the way to make sure that my dream was being realized. Throughout that process of checking in, we were able to make sure that we were on task and on target for what I wanted. I can’t recommend Cassio enough and all I have to say is thank you. If you have the opportunity to enlist his services, I highly recommend Cassio Vieira.

Dr. Devon BarleyOwner of GBC

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