Formthotics is the world's leading customisable orthotic, trusted by health professionals in clinics worldwide. With 40 years of innovation and millions of pairs behind them, they help people stay active through the power of supported movement. But their vision for global expansion needed something more than great products — it needed a unified brand story.
The challenge was creating a unified and modern visual identity that could resonate across teams, customers, distributors, and retail partners. They needed messaging that could humanise their brand while maintaining scientific credibility, and a visual system that could convey both technical expertise and genuine care for human wellbeing.
Building on Formthotics' strategic foundation, we collaborated to refine their brand story and messaging, then created a comprehensive visual identity system that would bring their unified masterbrand to life.
Our approach balanced scientific precision with human-centric storytelling. We developed messaging that humanised their brand while maintaining essential medical credibility, crafting a narrative that connects emotionally before introducing scientific credentials.
Our visual identity centres on a molecular logomark representing the building blocks of nature, signalling their scientific foundation. The molecule logo is layered to visually represent how their thermoformed, customisable orthotics mold to the shape of your foot. The two layers fit seamlessly together, interlocked and stable, but with a sense of movement.
The complete visual identity system, from colour palette and typography to dynamic graphic elements, adapts fluidly across corporate, medical, and sport applications. Whether addressing specialist medical professionals or retail partners, the system maintains both the precision needed for clinical credibility and the energy that speaks to active living.
To support their brand story of active living, we directed a comprehensive photography and videography shoot across New Zealand locations. The resulting brand image and video library captures authentic active lifestyles, from outdoor sports to everyday movement, replacing stock photography with commissioned content that embodies their brand essence: "An active life is a better life."
The complete brand system includes comprehensive guidelines, marketing templates, and digital assets designed to support their ambitious global expansion while maintaining the scientific credibility that sets them apart.
The unified brand provides the strategic foundation Formthotics needs to support their ambitious growth strategy. With comprehensive brand guidelines, marketing toolkits, and a clear global platform, they're now equipped to scale consistently across markets while maintaining the scientific credibility that sets them apart.
The brand has been rolled out across their global website platform, medical packaging, corporate touchpoints, and will continue to expand across all customer interactions as they work toward their vision of being recognised as the world's most effective and sustainable orthotic.
