Fitness/Sports
E47 had strong credibility in physiotherapy, but its new facility was built for something bigger. We repositioned the business around movement and performance, bringing rehabilitation, training and recovery together into a higher-value proposition.
higher
programme value
shorter programme
duration
fewer working
days
programme value per
month
E47 grew from Laksh's experience in physiotherapy and rehabilitation, but the new 14,000 sq. ft. facility brought together rehabilitation, performance training, sports science, hydrotherapy and recovery.
The business needed a brand that could communicate this broader proposition and move beyond being perceived primarily as a physiotherapy practice.
Problem
Laksh had built credibility in physiotherapy and rehabilitation, but that perception did not fully represent the breadth of the new offering.
Rehabilitation, strength and conditioning and recovery were coming together, but needed to be understood as one connected experience rather than separate services.
What needed to change
Reposition — Move beyond a physiotherapy-led perception into a broader performance category.
Differentiate — Create a distinct proposition around physical literacy, rehabilitation, performance and recovery.
Connect — Build one consistent brand experience across the identity, digital touchpoints and physical environment.
Scale — Create a brand system that could grow with the facility, services and audiences.
Strategy
We positioned E47 around physical literacy, helping people understand, build and sustain better movement.
This connected rehabilitation, Strength and conditioning and recovery as different stages of the same journey.
Design
We created a connected brand system across identity, communication, digital touchpoints and the 14,000 sq. ft. physical environment.
The identity established a visual language around movement and performance. The physical experience extended it through wayfinding, environmental graphics, flags, spatial interventions, the pool mark and the living wall.
The brand was also considered through five senses, making E47 something to experience rather than simply see.
Outcome
E47 launched with a new proposition that brought rehabilitation, performance and recovery together under one brand.
The new system gave the business a consistent experience across its physical and digital touchpoints, while giving the internal team the tools to continue building the brand independently.
The repositioning gave E47 a clearer place beyond physiotherapy, bringing recovery, physiotherapy & rehabilitation, and performance training together under one proposition. It helped the business move from a specialist rehabilitation practice towards a broader movement and performance brand.
More importantly, E47 could now speak to a wider range of customers and needs, creating a stronger foundation for growth beyond its original audience and a more valuable role in the market.
higher
programme value
shorter programme
duration
fewer
working days
programme value per
month
