Active X

Rebranding a Healthcare Practice That Puts People First

An expressive new identity that reflects energy, empathy and real-life results

Active X, also known as Active X Clinics and Active X Backs, is a respected osteopathy clinic based in Edinburgh’s West End. Known for its professional, personalised care, the clinic offers support for people with back pain, injury recovery and long-term mobility issues.

Project Brief

My initial involvement with Active X began through a friend’s recommendation, helping founder Gavin create video content for a healthcare app. That early collaboration led to a bigger opportunity – to refresh the entire brand identity and reflect the real personality behind the practice.

Creative Approach

When I reviewed the existing brand and its competitors, the sector felt cold and overly clinical – a poor reflection of the energy, empathy and confidence Gavin brought to his work. His brand needed to express trust, warmth and optimism. I saw a chance to break away from the expected and inject character into a rather conservative landscape.

Execution

I created a bold but approachable identity using a fresh colour palette of watermelon green and soft pink, paired with a strong, confident typeface. We repurposed an avatar Gavin had already explored, turning it into a visual metaphor for recovery and strength. It doubled as a distinctive ‘X’ and a representation of a person – unique, expressive, and slightly unconventional. It worked.

To bring the brand to life, I sourced photography that celebrated the outcome of treatment rather than the pain that preceded it. Joyful, active older adults with arms outstretched in an ‘X’ position helped reinforce the promise of a better life after care.