Better Beyond Rehab is a physiotherapy and massage therapy clinic based in Winnipeg, Manitoba, offering personalized care for both adults and children. The clinic was purpose-built to support clients at every stage of their movement journey, from injury recovery and chronic pain management to early childhood development and strength-building.
The client knew from the beginning that they wanted a bold “B” to represent the brand. We explored several directions, including butterfly-inspired forms, but ultimately landed on a sculptural B with a distinct cross-section. The cut-out shape is a subtle reference to anatomy, reminiscent of tendons or points where muscles connect—an abstract nod to movement and recovery beneath the surface.
The final identity is clean, confident, and approachable. The core logo adapts seamlessly across print and digital applications, with a playful “for Kids” sub-brand adding warmth and accessibility for younger audiences. My work included logo development, a complete visual identity system, and branded collateral designed to reflect Better Beyond’s commitment to clear, compassionate care.
Better Beyond Rehab is a physiotherapy and massage therapy clinic based in Winnipeg, Manitoba, offering personalized care for both adults and children. The clinic was purpose-built to support clients at every stage of their movement journey, from injury recovery and chronic pain management to early childhood development and strength-building.
The client knew from the beginning that they wanted a bold “B” to represent the brand. We explored several directions, including butterfly-inspired forms, but ultimately landed on a sculptural B with a distinct cross-section. The cut-out shape is a subtle reference to anatomy, reminiscent of tendons or points where muscles connect—an abstract nod to movement and recovery beneath the surface.
The final identity is clean, confident, and approachable. The core logo adapts seamlessly across print and digital applications, with a playful “for Kids” sub-brand adding warmth and accessibility for younger audiences. My work included logo development, a complete visual identity system, and branded collateral designed to reflect Better Beyond’s commitment to clear, compassionate care.
Inspired by the way muscles connect and support each other beneath the surface.
Inspired by the way muscles connect and support each other beneath the surface.
We explored a wide range of symbol directions to bring the “B” to life—sketching ideas inspired by the human spine, mirrored letterforms that hinted at butterfly wings, and even concepts where two Bs formed a medical cross. Each route explored a different metaphor for healing, balance, and movement. Ultimately, the client was drawn to a more sculptural and grounded approach: a bold, abstract B with a distinctive cut through its centre. The cross-section subtly references muscle tendons and the points where strength connects beneath the surface, creating a symbol that feels both anatomical and intentional.
We explored a wide range of symbol directions to bring the “B” to life—sketching ideas inspired by the human spine, mirrored letterforms that hinted at butterfly wings, and even concepts where two Bs formed a medical cross. Each route explored a different metaphor for healing, balance, and movement. Ultimately, the client was drawn to a more sculptural and grounded approach: a bold, abstract B with a distinctive cut through its centre. The cross-section subtly references muscle tendons and the points where strength connects beneath the surface, creating a symbol that feels both anatomical and intentional.
The Better Beyond wordmark is clean, confident, and approachable. Its geometric structure brings clarity, while subtle details like the connected t’s and single-story “a” add warmth and personality. Designed for consistency across all applications, it reinforces the brand’s focus on care, movement, and simplicity.
The Better Beyond wordmark is clean, confident, and approachable. Its geometric structure brings clarity, while subtle details like the connected t’s and single-story “a” add warmth and personality. Designed for consistency across all applications, it reinforces the brand’s focus on care, movement, and simplicity.
The “for kids” lockup uses the same core typeface as the primary wordmark, set in all lowercase with softened corners to enhance its sense of warmth and approachability. The letterforms are arranged with a playful rhythm, each character in a different colour to create a bright, engaging tone. Rays of light emerging from the “o” add a joyful spark and can be applied flexibly to other “o”s throughout the kids-focused system. This version pairs seamlessly with a multicolour take on the B symbol, creating a unified but distinctly kid-friendly expression of the brand.
The “for kids” lockup uses the same core typeface as the primary wordmark, set in all lowercase with softened corners to enhance its sense of warmth and approachability. The letterforms are arranged with a playful rhythm, each character in a different colour to create a bright, engaging tone. Rays of light emerging from the “o” add a joyful spark and can be applied flexibly to other “o”s throughout the kids-focused system. This version pairs seamlessly with a multicolour take on the B symbol, creating a unified but distinctly kid-friendly expression of the brand.
To support the versatility of the brand, I created a range of lockups and visual variations that could flex across different contexts. These included a BBR monogram rendered in the same style as the primary “B” symbol, along with several configurations of the full logo, with and without the “for kids” extension. I also developed crest-style badges and circular marks that work well on merchandise, signage, or digital assets, offering Better Beyond a toolkit of logos that can adapt while staying cohesive.
To support the versatility of the brand, I created a range of lockups and visual variations that could flex across different contexts. These included a BBR monogram rendered in the same style as the primary “B” symbol, along with several configurations of the full logo, with and without the “for kids” extension. I also developed crest-style badges and circular marks that work well on merchandise, signage, or digital assets, offering Better Beyond a toolkit of logos that can adapt while staying cohesive.
The Better Beyond identity is built on a clean, approachable design system that balances clarity with warmth. At the core is Sofia Pro, a geometric sans serif with softened curves that feels both professional and friendly. It offers strong readability across applications while allowing for a more expressive tone in the “for kids” sub-brand. This flexibility makes it easy to adapt the typography across signage, digital platforms, and printed materials—ensuring a consistent yet engaging presence for all audiences.
The colour system is designed to reflect that same balance. The primary palette leads with Current, a grounded and calming blue, supported by Anchor, a deeper navy for contrast, Tide, a soft turquoise accent, and Glow, a light golden yellow that adds a subtle warmth. The “for kids” palette takes a more playful turn, with Superhero as a vibrant lead blue, paired with Bounce (a bright orange), Bubblegum (a soft pink), and Doodle (a fresh green). Still and Ease—rich black and a light off-white—serve as unifying neutrals across both palettes, creating harmony while giving each part of the brand its own character.
The Better Beyond identity is built on a clean, approachable design system that balances clarity with warmth. At the core is Sofia Pro, a geometric sans serif with softened curves that feels both professional and friendly. It offers strong readability across applications while allowing for a more expressive tone in the “for kids” sub-brand. This flexibility makes it easy to adapt the typography across signage, digital platforms, and printed materials—ensuring a consistent yet engaging presence for all audiences.
The colour system is designed to reflect that same balance. The primary palette leads with Current, a grounded and calming blue, supported by Anchor, a deeper navy for contrast, Tide, a soft turquoise accent, and Glow, a light golden yellow that adds a subtle warmth. The “for kids” palette takes a more playful turn, with Superhero as a vibrant lead blue, paired with Bounce (a bright orange), Bubblegum (a soft pink), and Doodle (a fresh green). Still and Ease—rich black and a light off-white—serve as unifying neutrals across both palettes, creating harmony while giving each part of the brand its own character.
Rehab that
moves with you
Rehab that
moves with you
Better
Better
Beyond
Beyond
Better Beyond Rehab offers physiotherapy, massage therapy, and compassionate care for clients of all ages. From kids to adults, our purpose-built clinic is designed to support every step of your movement journey.
Better Beyond Rehab offers physiotherapy, massage therapy, and compassionate care for clients of all ages. From kids to adults, our purpose-built clinic is designed to support every step of your movement journey.
PRIMARY TYPEFACE – Brand
Sofia Pro
Sofia Pro
Support & Body Copy
Sofia Pro
Sofia Pro
Rehab that
moves with you
Better
Beyond
Better Beyond Rehab offers physiotherapy, massage therapy, and compassionate care for clients of all ages. From kids to adults, our purpose-built clinic is designed to support every step of your movement journey.
PRIMARY TYPEFACE – Brand
Sofia Pro
Support & Body Copy
Sofia Pro
Rehab that
moves with you
Better
Beyond
Better Beyond Rehab offers physiotherapy, massage therapy, and compassionate care for clients of all ages. From kids to adults, our purpose-built clinic is designed to support every step of your movement journey.
PRIMARY TYPEFACE – Brand
Sofia Pro
Support & Body Copy
Sofia Pro
Why Sofia Pro
Sofia Pro was chosen for its clean geometry, confident presence, and subtle warmth. Rooted in modernist tradition, it brings structure and clarity to the brand while remaining approachable and easy to read. Its bold forms hold their ground across all applications—professional yet welcoming, just like the care Better Beyond provides.
Sofia Pro was chosen for its clean geometry, confident presence, and subtle warmth. Rooted in modernist tradition, it brings structure and clarity to the brand while remaining approachable and easy to read. Its bold forms hold their ground across all applications—professional yet welcoming, just like the care Better Beyond provides.
Why Sofia Pro
Sofia Pro was chosen for its clean geometry, confident presence, and subtle warmth. Rooted in modernist tradition, it brings structure and clarity to the brand while remaining approachable and easy to read. Its bold forms hold their ground across all applications—professional yet welcoming, just like the care Better Beyond provides.
Why Sofia Pro
Sofia Pro was chosen for its clean geometry, confident presence, and subtle warmth. Rooted in modernist tradition, it brings structure and clarity to the brand while remaining approachable and easy to read. Its bold forms hold their ground across all applications—professional yet welcoming, just like the care Better Beyond provides.
This project was a chance to bring clarity, care, and character into one system. The result is an identity that feels grounded in trust and flexible enough to grow with the people it serves.
This project was a chance to bring clarity, care, and character into one system. The result is an identity that feels grounded in trust and flexible enough to grow with the people it serves.