When I began interviewing with PAC, I did a lot of research into the company and what it was like. Throughout the interview process, I felt increasingly that the image of the company through its digital footprint, and the culture and attitude within were not matching up. Not long after I started, I pitched a brand redesign for Associated Bodywork & Massage Professionals (ABMP) to create a more modern brand, that represented the internal culture. The staff at PAC is deeply invested in the members they work for. They work tirelessly to create meaningful content and assets for their members, and I wanted that to show through its brand design and voice.
The new brand retained the history and familiarity of the logo, but embraced a more versatile, friendly palette that still fit in the health and wellness field. We adjusted the brand voice to be member-first and to focus on the benefits to the member and the RBI's of the brand. The imagery helped to support the voice and keep the brand elevated by stepping away from the use of isolated, sometimes contrived stock images and to encourage a more candid, sophisticated look.
Below you can see the old and new versions of the website.
