The client:
HPU Rehab is a hands-on company, dedicated to improving the lives of those afflicted with health issues that compromise their mobility, functionality, and quality of life. The company distributes several exclusive product lines ranging from pressure relief cushions to bathroom safety products. Their approach is much different than their larger counterparts. The president, Alan Kline, deals directly with OTs to keep abreast of the market and its client’s changing needs, and to maintain the very best standards of products available.
Recently, HPU Rehab broadened its horizons; they now produce educational seminars for occupational therapists across Canada, and have developed several successful product lines of their own.
Our mission:
With the company’s redirection and a host of promotional pieces in the works, it was the perfect opportunity to rejuvenate their brand. Having been a long-time client of ours, we had often discussed the benefits of branding HPU Rehab and not just the products they represent. The original logo and company image didn’t articulate who HPU was, their new direction or future endeavours. It was generic and boring; not a reflection of the spirit, sincerity or values of the company, or it’s owner, Alan Kline. We had long championed for a logo redesign, and we were excited about the prospect of giving a great company the ‘book jacket’ it deserved.
Out with the old…
Start-up companies often ‘whip up’ a logo, and over time, begin to believe the face in the mirror really is theirs. As a company, you need to be self-aware and really take an objective look at the image your presenting. HPU’s original mark just wasn’t doing them any justice.
…in with the new!
We wanted to develop a logo that embodied the energy and spirit of the company. Rather than take a clinical approach, we felt the logo should represent the personal nature of the company and HPU’s mission. Although the client liked the map, we completely scrapped it, and any reference to Canada; there was no justification to focus on the Canadian market as a logo concept when there was so much more depth to the company to draw from.
It wasn’t until we presented our first logo concepts that Kline realized what was possible, and what had missing from his company’s face; a personality. The end result was a logo that was versatile, memorable, appealing, positive, and truly reflective of HPU’s core value: a dedication to client satisfaction and improving their quality of life.
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