Laws of Motion
2022 – Present
Lead Designer
A new identity that "moves" people
Laws of Motion Physical Therapy isn’t a standard clinic; it’s a performance practice led by Dr. Greg Law in Scottsdale, Arizona. Their methodology bridges the gap between rehabilitation and athletic training, focusing on “restoring pain-free movement” for golfers, dancers, and other active adults.
The original visual identity felt static and indistinguishable from traditional clinics. It didn’t really communicate the core philosophy of the practice: continuous movement and the connection between rehabilitation and performance.
Initial redesign sketches
Typeface, icon, and lockup exploration
Challenges
The original branding felt static and a tad generic, lacking the energy associated with movement. They needed a mark that felt both scientifically grounded and physically dynamic.
Process
Competitor analysis: Audited local clinics vs. global performance brands to identify the visual gap.
Concept development: Explored symbols representing “infinity” (continuous motion) and “structure” (skeletal alignment).
Refinement: Focused on legibility at small scales, ensuring the mark would work on everything from business cards to golf shirts.
Results
- Infinity spine: Developed the new logomark, a fluid, interlocking symbol that visualizes the concept of “motion for life.” The center of the loop subtly forms a spinal column, grounding the abstract concept of motion in medical science.
Palette: Deepened the brand colors to a premium navy in the wordmark, moving towards more “electric” blues and greens for the icon to a more sophisticated, athletic aesthetic.
Takeaway: Straightforward solutions can still yield high-impact results. By simplifying the visual language, we gave a 1986 company a 2026 edge.
lawsofmotionpt.com homepage scroll through
Creating a new digital presence for these physical therapists
The previous website was text-heavy and lacked a clear user journey. Users found it difficult to understand the specific “Laws of Motion” methodology or book an initial evaluation quickly.
Challenges
Prospective patients, often in pain or frustrated by past failed treatments, couldn’t quickly understand why Laws of Motion was different. The specific specialized programs (Golf Performance, Onero) were buried, and the booking flow was disjointed.
Process
Information Architecture: Restructured the sitemap to prioritize specific user needs (“I hurt” vs. “I want to perform better”).
Content Strategy: Highlighted the 4-Step Process (Restore, Optimize, Enhance, Maintain) to visually explain the patient journey.
Results
Strategic Layout: The “Highly skilled therapists” area now features a clear value proposition (“Reach your full potential”) with a direct call to action for a “Free Discovery Call,” lowering the barrier to entry.
Trust Signals: Integrated high-profile testimonials (e.g., professional golfers, pilates instructors) directly into the homepage flow to build immediate credibility.
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