Objective: Keeping the objective in mind it was decided to design a unique script for the brand that reflects its core competency.

Once the script is created, other brand identity elements can be designed using the new script.

Challenges: The new script should posses these two characteristics of any script:

a. It should provide the opportunity to be learnt (read/write).

b. All the letters should have unique design

Physiofirst is a chain of Physiotherapy clinics across India.

The task was to design a distinct brand identity that truly reflects its core competency, i.e. curing physical deformities.

Design: Letters from Hindi and English (languages with the widest reach in India)

When seen through a physiotherapist’s lens looked deformed (curved, bent and knotted).

Physiotherapy was applied to straighten these deformed letters and world’s first physiotherapy scripts - Physiofirst E (English) & Physiofirst H (Hindi), were derived.

The letters in these scripts are absolutely free from any physical deformities and were used to design various brand identity elements.

Results:

1. Physiofirst is the first physiotherapy brand in the world, which has its brand identity elements designed in its own script.

2. From brand identity elements, scripts were extended to create the hospital signages, directions and counter boards.

3. Scripts served as a strong visual identity for the brand with great recall and association.