Tom Lucey
Brand Strategist | Graphic Designer

Total Health Chiropractic

Total Health


Strategy, identity design, website design and development for Rockhampton based Chiropractic clinic.




This project started with two discovery sessions, defining Total Health Chiropractic’s customers with user profiles, then describing their brand by exploring brand attributes.

Next, we prioritised business goals in terms of generating revenue, raising awareness and optimising operational efficiency.

Insights gathered were organised into a 6-month strategy, which provided a framework for the design process and next steps for marketing efforts.




Brand attributes were translated into visual references of colour, typography, layout and graphic treatments. Each style scape represented a different interpretation of the brief. During this process the most compelling themes rose to the surface: health, wellness and movement.

In gathering visual references, the idea of using flowing lines to communicate movement became significant. As part of delivering chiropractic service, there can be high velocity adjustments involved, which can be visually represented with sharp rises in linear flows. One of the key benefits of chiropractic identified in strategy is improved movement, which also ties to this visual metaphor.

The third style scape featured was selected to guide the identity development.


Logo design


To represent health and wellness, the outline of the mark is a leaf. The lines which cut through the icon reinforce the idea of movement. The overall approach is minimalist.

The logo was designed to work in small vertical spaces and wider horizontal spaces. The icon is best suited to very small spaces, like email signatures and instagram profile pictures.

 Bow tie icon on navy background
 Technical construction of logo icon

Typography & colour


The typeface selected for the brand is Gilroy, in bold and light weights. It has been selected for its legibility and ability to communicate in a modern and friendly tone as a sans serif with circular details.

The colour palette is driven by a deep green, with a monochromatic support crew. The greys selected remain relatively soft and on occasion are supported by a soft light green. Green was selected as the driving colour for it’s immediate association with nature, health and wellness.

This colour palette was carefully considered, bearing in mind the colour schemes that local competitors present with.


Website design & development

View the website


Once the design system was established, the website creation could begin. This started with defining structure in terms of pages, links and general flow, as well as what content needed to be dynamic (updatable on client side). Next, photography and copy were sourced.

With these resources, wireframes were generated. Then they were designed into individual screens for desktop and mobile dimensions.

The website was developed into a custom WordPress theme, allowing the client to update existing content and add new content as needed. They also have the ability to monitor and improve SEO ongoing.

Following development, the site was tested and accordingly adjusted to ensure high performance and responsiveness.


Social media


Below are examples of the identity system adapting to tight spaces on Instagram and Facebook.




Signage was developed for the front and side fascias, front windows and teardrop banners to feature outside the clinic. The secondary graphic element of flowing lines was used to tie these applications together.