The Art of Wellbeing – Branding Phexmed Health Centre
Phexmed is more than a physiotherapy centre — it’s a space dedicated to the art of healing, balance, and long-term wellbeing.
This project was a deeply personal journey of visual storytelling, where illustration became the bridge between science and soul. Inspired by themes of nature, movement, and the human form, the goal was to design a warm and intuitive identity that reflects Phexmed’s mission: to support every individual in their unique path toward a healthier, more balanced life.
From the horizon-like logo concept to expressive, colorful illustrations, every element is rooted in the essence of body awareness, regeneration, and mindful care.
Phexmed is an innovative health and physiotherapy center based in Paphos, Cyprus, focused on holistic recovery and long-term wellbeing. When I was invited to design the brand identity, I was deeply inspired by their philosophy: “Treat and Heal Differently.” This isn’t just a tagline — it reflects their commitment to personalized, compassionate care that extends beyond standard physiotherapy.
The center offers a broad spectrum of services, from orthopedic and neurological rehabilitation to sports therapy, hydrotherapy, and medical massage. What makes Phexmed truly unique is its approach — combining advanced physiotherapy techniques with a human-first perspective. Their mobile physiotherapy service, which brings treatment directly into patients’ homes, reinforced for me the importance of designing a brand that feels warm, reliable, and respectful.
My goal was to express these values visually — to create an identity that reflects the center’s professionalism, optimism, and innovative spirit, while staying grounded in concepts like balance, movement, and natural flow. Through clean lines, organic forms, and an earthy yet fresh color palette, I aimed to give Phexmed a visual voice that aligns with their mission to restore quality of life in the most thoughtful way possible.
Visual Identity Elements:
Illustration:
Applications:
Mockups of the brand in use
Aetheria wellness hub:
Nestled in the serene hills near Paphos, Aetheria is the new home of Phexmed — a tranquil wellness hub designed to inspire healing and renewal. Drawing from the Greek mythological concept of “Aether,” the pure air of the heavens, Aetheria embodies clarity, balance, and a quiet sense of elevation.
I had the opportunity to create the concept and logo for Aetheria, shaping a visual and conceptual identity that reflects its atmosphere of purity, serenity, and transcendence. This space represents more than a relocation—it’s a spiritual expansion where nature, architecture, and well-being converge into a sanctuary for body and soul.
Some details:
This project reflects my passion for combining emotion with clarity, care with creativity.
I’m grateful for the opportunity to build a visual identity that brings real support to real people.
Thank you for exploring this journey with me. 💙