The new mark.




The alternate lock up.

We understood quickly that the redesign needed to emphasize alignment and balance. Dr. Brayton’s practice focuses on the whole body, not just the back. Most of the patients regard Hoboken Chiropractic + Wellness as a spa or an escape, rather than a doctors office. The concept of “alignment” and “balance” runs throughout the identity. From the “+” ornament in the logo to the structured grids in all of the marketing materials.

The redesign of the site is more functional than the older version. It's cleaner, classically beautiful while keeping current, the information is organized better, and gives an overall pleasant user experience.







The photography adds to the overall beauty of the identity. The images have an editorial feel that focuses on the warmth and personal attention of Dr. Brayton and the practice.





We also designed the monthly newsletters to have a stronger structure and be more organized. Readers can easily navigate the content; which is mostly helpful information about the body and short news items.



...and a style guide to bring everything together.