Meridian Care
Led and designed the creation of a holistic wellness therapy brand identity: visual identity, sales materials, and signage.
Reposition a remedial massage clinic lost in a cut-throat strip mall purgatory into a holistic wellness brand (visual identity, sales materials, signage). Win attention from cars and pedestrians. Make authentic to new owners. Settle for no less than a 40% increase in customers in 4 months.
Customers who came, stayed. But you can’t teach a man to fish if he doesn’t rock up. Let alone give him a massage.
How it started
Bought as a tired strip mall massage parlour, untouched since Whitlam (note: a long-passed Australian Prime Minister), the Meridian Care brand needed some kneading itself if it was to captivate any % of the Perth wellness scene. Retention was high. New customers were the problem: even if highly-rated, navigating urban outskirt strip mall purgatory is a hard sell for a simple massage.
Oh—and there’s another massage parlour called Meridian Care. Also in Perth. Like a ten minute drive away, actually. “A franchise?” you might ask. If only. It’s not related. Anyway, like you can imagine, the SEO is a mess. They both have the exact same name. Not one distinguisher. So we started there.
How it’s going
“Meridian Care” blossomed into “Meridian Care Massage & Therapies Ballajura” and found a new foothold as a holistic alternative therapy brand. Now a hybrid health option, the naturalists, traditionalists, and alternative health seekers held space for it: seeing a 40% increase in customers in five months. And if you stopped by Ballajura, you’d see these big ol’ signs and know where to stop in to ask for Hannah; then you’d understand.
Our voice was written for Perth locals and our visuals were designed for the driver-by, but the fabric of the brand was for the new owner, Hannah. Weaving her background in Eastern medicine and women’s health into the business, so too did I weave both into our iconography. The witty voice and trad-mod clean fusion aesthetic proved fun across wayfinding signage, sales collateral, and in-store artwork.
Funky; dichotomously trad (not that trad) and contemporary. Trigger warning: puns.
Signage for the drive-by: a round hanging sign, opening-soon posters and stationery that make a strip mall shopfront worth pulling over for.
Weave Hannah’s background in Eastern medicine and women’s health into the mark: an embossed MC monogram, lotus imagery, and a trad-mod logo panel.
Puns, on purpose: billboards, A-frames, posters and window graphics that make the strip mall a little less purgatory.
Brand applications
Round frontage sign.