A clinic outgrew men's health, so its name and brand followed

Elite had grown well past men's health, but its name and look still said men's clinic. We developed a new name, identity, signs and promotional designs that welcome everyone it now serves.

Client: Elite Total Wellness
Industry: Healthcare & Wellness
Services: Naming, logo and visual identity, exterior and promotional signage design, promotional messaging, print and uniform design

Health → WellnessA name that matches a broader mix of services and patients.

Signs, print + apparelThe cross-shaped mark on exterior and promotional signs, direct mail and scrubs.

The problem

Elite started as a men’s health clinic, then added medical aesthetics, hydration therapy, women’s care and more. The old identity still said “men’s clinic,” so many of the people the practice now served had little reason to think it was for them. Whatever replaced it also had to work downtown, where people walking by and drivers sitting at the stoplight saw the signs.

What we did

We renamed Elite Total Health to Elite Total Wellness. The new logo uses four interlocking panels to form a cross, a familiar healthcare cue with its own look, backed by a color and type palette.

Then we designed for the places people would actually see it. Exterior signs speak to passing drivers, and sandwich-board concepts use shorter lines for people on foot. A direct-mail piece and branded scrubs round it out, with a more playful voice for some services.

What changed

Elite now has a name and mark that fit the full range of what it offers. The same cross-shaped mark shows up on the storefront, the sidewalk signs, the mailers and the staff’s scrubs, so the clinic looks like one place wherever people run into it.