To establish a comprehensive brand identity for Vitality Health Center in Joliet, IL, I developed a visual system that balances clinical professionalism with the high-energy wellness promised by Dr. Rishi Kapoor’s practice. Targeting a diverse demographic of adults aged 18–44, the identity features a custom mark that integrates an abstract human figure and a spine into a "V" shape, utilizing curvilinear forms and a subtle gradient to evoke the flexibility and movement inherent in chiropractic care. The palette is anchored in aqua blue to strategically bridge the gap between medical trust and vibrant energy, resulting in a cohesive brand that resonates with both blue- and white-collar professionals seeking a proactive approach to physical health.
