Move New Musculoskeletal Therapy is a Brisbane-based movement & pain specialist.

Owner and Principal Therapist Rhys was looking for rebranded visuals that exemplified both a nostalgic hope and a promise of the future. Move New’s practice is a combination of academic knowledge and
new techniques, so we needed the brand’s visuals to represent a
merge point of the old and the new.

Rhys and I collaborated to come up with a strong new aesthetic for the brand. We wanted to evoke, but not rely on, a sense of sports & athleticism. It was important to incorporate a feeling of knowledge and science, while ensuring the brand looked energetic and contemporary rather than stuck in the past. What we created is a prototypical anatomy textbook from the future – data shapes and clean lines embedded into a luxurious, old-money green and real historical texts and studies.