Beyond The Muscle
In 2016, I met Scott Olsen, the owner of Beyond the Muscle, when he was giving chair massages at the yoga studio where I take classes. Right away, I was hooked – he was different. So I started up a discussion about his business band found out he was new in town and had just started up Beyond the Muscle. I told him about what I do, and said I would love to work with him and establish a brand identity for him.
I found through a few trial sessions that Scott does not give massages, but rather soft-tissue treatment for recovery from injury or chronic pain. Plus he re-educates you on movement, posture, breath, and therapeutic exercises. He can tell so much about your body by laying his hands on you, feeling the fascia, muscles and tendons. And then he goes about working out the kinks and scar tissue, loosening up joints and tension.
When we did the initial discovery, Scott knew exactly what he wanted for his brand, which isn't always the case with startups. I created the logo out of his vision, which includes the Enso symbol – meaning absolute enlightenment, strength, elegance, and the universe (inspired by his martial arts and Chinese medicine training).
From there I created business cards that had a variety of performing sports related images [his focus] and postcard handout concepts that portrayed his brand expertly. My brand guide helped him create his own website.