ProFeet Podiatry

Branding Australian Podiatry

ProFeet Podiatrists are humble, caring and world-class. A team of experts, passionate about finding solutions to the problems that prevent people from enjoying their life to the fullest.

Overview

Looking to expand to a national footprint, ProFeet Podiatry challenged Fluid to develop a complete brand identity driven by a brand strategy derived from a combination of internally developed insights and those developed by Fluid.

Fluid developed a distinctive, premium brand identity system. Reviewing category research, Fluid saw there was a big opportunity to develop a brand with strong distinctive assets that could compete on a national scale. The category as a whole had a much lower utilisation rate in Australia compared to other countries, indicating an opportunity to widen the number of category entry points for audiences while capitalising on the fragmented category to become a leader.

Fluid developed a brand language that was soft and approachable, with strong distinctive brand colours, that could be implemented and reinterpreted in a wide variety of ways while consistently cementing distinctive brand assets in the mind of audiences.

Since launching the brand refresh, monthly website traffic has increased by an average of 41% and ProFeet Podiatry has expanded to over 19 locations across Victoria and Queensland.