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We do things the improper way for the proper results, because we care. We care about there being fewer shitty brands in this world. We care about your brand doing something great. We care about not following the rules. Why? Because our work is about truth, it’s about information, it’s about visual justice. Submit at your own disgression.

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Brand Identity

Project Info


The Gig

Specialising in spinal physiotherapy, Curv’s founder Alex wanted to change the way scoliosis (an unnatural curvature of the spine) was being treated and managed in Australia. Having lived experience with the condition herself, Alex knew the treatment journey was more than simply physical, it was emotional too.

The Game

After meeting Alex, it was clear that there was a major misalignment between her compassionate approach to physiotherapy and her current cold, generic, clinical brand. It was our job to create a new brand that felt warm, caring and uplifting.

The Play

Brand Identity
Visual Identity
Creative Direction
Print Rollout
Digital Rollout
Social Strategy
Curv, (formerly The Scoliosis Collective) is a physiotherapy studio specialising in spinal and postural health. Having lived experience with scoliosis herself, Alex (Curv’s founder) very much understood emotional toll a spinal condition can have on someone's life.

We were approached to reposition the then, Scoliosis Collective, to become a warm, almost club-like brand. A brand that would help Alex uplift her clientele, not simply treat them.
Throughout the brand identity, arcs and bends have been accentuated to represent Curv's specialisation of realigning and correcting posture. The malleable look and feel of these brand elements are very reflective of a healthy, flexible spine.
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