Functional medicine is an emerging approach to healthcare. Differing from the traditional health practitioner approach of treating the symptoms of poor health, functional medicine examines the body ecosystem as a whole checking for imbalances in an individuals 13 body systems and blood chemistry. The resulting analytics enable you to address the root cause of the problem. The approach is preventative, rather than reactive.
FitnessDX brings this healthcare platform to the sports markets applying a comprehensive analysis to help identify barriers to reaching peak performance amongst top athletes where fractional differences in body function can have a dramatic effect.
TLC worked with FunctionalDX to review their existing identity, positioning statement, marketing and reporting collateral in order to develop a new identity and brand language to address the sports and fitness market directly.
Due to the comprehensive and detailed nature of the analysis we also needed to address making the information and analysis previously geared towards a professional healthcare audience, more accessible for practitioners working at different levels within the sports sector.
The sports and healthcare sector is made up of a number of different levels and covers a wide range of potential audience sectors such as professional sports, corporate wellbeing, and community fitness centres.
As such we needed to develop an identity and brand language that was flexible enough to be adapted to suit both vertical and horizontal markets, whilst also being highly cohesive and fully integrated with the central reporting function and, clearly identifiable as a single core brand.
A new reporting standard
FitnessDX core product, the analytics report, was rebuilt from the ground up. All data visualisations were reviewed and re-designed to improve accessibility and readability – with legibility of central importance.
The report was brought in-line with the new visual identity and then reprogrammed as a digital first platform.