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The CFP Center already has a consolidated reputation in its operating area. Therefore, the main needs of the brand were to expand its client base through alternative means such as social media, website, and search engine positioning.
The project objectives focus on the possibility of communication not only through the trust of an already established patients base but also on expanding this experience beyond those boundaries. In this regard, it was important to present the brand in an effective and modern way, allowing it to stand out from its industry and acquire an original and genuine communicative style.
As mentioned earlier, the CFP Center already has a certain familiarity in the area, and the best strategy was to focus on simplicity: clean, clear, and effective communication, the creation of physical and digital supports that allow the brand to expand and connect with a wider audience. Colours, typography, and iconography inspired by both Swiss contemporaneity and the classical era of Greece were chosen, which, through forms, poses, and expressions, communicate the world of physiotherapy with a fresh and non-trivial perspective.
The CFP Center represents a flagship among the rehabilitation and physiotherapy facilities in the city of Lugano. Its revolutionary methods are a great asset for the Center. The most recurring words that encapsulate the entire brand are: Structure, Biochemistry, Mind, Breath, Rhythm, Method, Strength, and Wisdom. Furthermore, it is worth mentioning the founder Alessandro's passion for the ancient Greek world, which, with its sinuous and rational, natural and rigorous, soft and imposing forms, represents the true spiritual essence of the method. Based on these factors, a branding system was developed that maintains the contemporary vein of Swiss communication while drawing inspiration from ancient Greek reminiscences. This is where the Center's logo is born, inspired by the Vitruvian Man, who, in his geometrically perfect pose, conveys the idea of psychological and physical well-being, and through the intertwining of stylized bundles, communicates the flow of our vital energy. Colours and physiotherapy go hand in hand, with intense and captivating blue attracting the eye, accompanied by a softer powder blue, all complemented by secondary colours such as orange, pink, yellow, and green, each linked to a service or medical branch offered by the Center. The iconography remains faithful to Hellenic inspirations, incorporating proportions, styles, and sculptures from that era, surrounded by modern elements.
The website of the CFP Center has been designed with two main purposes: to inform new and existing clients about all the services offered and to convert user traffic into contact requests. The development is guided by the brand's guidelines, bringing together all the typical visual elements of the Center and presenting information in a clear and concise manner. Dedicated pages have been created for the services, visually enhanced with custom videos and animations that follow the scrolling of the pages while maintaining visual and stylistic coherence. Each page is accompanied by a contact section, directly configured with the social media, phone, and email addresses used by the Center, to ensure communication between users and physiotherapists, who can update their schedules simultaneously. The responsive structure of the layout allows the website to adapt to every device, from desktops to smartphones. Additionally, significant work has been done after publication for search engine optimization. Google ADS and Google My Business accounts have been set up to implement SEO and SEM campaigns that help users connect more quickly with the reality of the Center to receive directions, contacts, images, and reviews. The positive outcomes have enabled the Center to be contacted several times a week and expand its user base through digital platforms.
Communications through social networks are essential. Nowadays, it is crucial to cover this aspect through posts, stories, and reels that can capture the attention. The focus has been primarily placed on creating informative content that let patients know about the Center's services, as well as educational curiosities related to the human body and habits suitable for preserving health. Highlight stories have also been conceived to preserve important information about the Center, and a small dedicated portal connected to the Instagram account has been created. The publication of posts is entirely managed through planning and control tools provided by the Meta Business Suite, establishing a connection between Instagram and Facebook social media accounts.
We engage with our clients step by step, carefully breaking down every phase of the collaboration process. This approach ensures that each part is clearly understood and that the experience is as seamless and convenient as possible. By guiding clients through each stage, we aim to create a transparent and stress-free journey, fostering trust and clarity from start to finish.
