Meet the business
Sarah Rogers has spent 24 years reading bodies for a living. Founder of Physio on Bayside and known through the Redlands as the physio you get sent to when things are complicated, she kept meeting the same patient… jaw pain, a folder of referrals and nobody able to make it stop. Most of them had quietly stopped expecting answers at all. Jaw conditions sit in a strange gap between professions, and the people living with them tend to fall straight through it.
So she built the clinic she couldn’t refer to. The Jaw Clinic brings physiotherapists with specialist jaw expertise together with a clinical psychologist, an in-house dietitian and a remedial massage therapist, treating causes as well as symptoms under one roof.
The moment
When the brand homework came back, question two told the whole story. Asked what her brand was called, Sarah Rogers wrote: “The Jaw Clinic????? A name is the big thing I need your advice with!” And handed a magic wand later in the same workbook, she wished for exactly one thing… “a really fabulous name!”
The clinic itself was never in doubt. She knew the condition inside out, she knew the gap in care, she knew her dream client’s drink order (red wine, for the record), everything was certain except what to call it…
What was really going on
The stakes were the first thing to understand, and Sarah Rogers had already written them plainly, “Jaw pain and dysfunction affects your ability to communicate and to eat (two basic human needs). Because of this the impact on a client due to this condition is massive.”
Sit with that for a second, speaking and eating, the two things nobody thinks about until they hurt.
She described a condition largely neglected by the medical community and growing with pandemic-era stress, since clenching and grinding travel straight to the jaw. Her patients tend to be highly educated professional women juggling career and family (a juggle Sarah Rogers knows first-hand) and by the time they reach her they’ve usually tried a night splint, been told to live with it or never learned that physio could help at all. They arrive anxious and she’d watched the category default to clinical and formal, exactly the register that keeps an anxious patient anxious.
Most clinics in this space look the way hospitals feel, The Jaw Clinic needed to look the way relief feels. And it had to do it while carrying the family resemblance to Physio on Bayside, so years of Bayside trust could walk straight into the new clinic’s room.
The Jaw Clinic came to the table already family. Bloom had rebranded Physio on Bayside for the same founder and the two identities were developed and presented together as one deliberate reveal, sister brands designed intentionally in relation from the first sketch.
The discovery
The workbook did what the best discovery always does, it handed over the clinic’s soul in the founder’s own words. The mission, “To provide effective solutions to jaw pain and other associated disorders through a holistic patient-centred approach in a caring, committed team environment where we strive to have every client walking out feeling better.”
Read that ending again. The promise carried across the whole, the mission finishes with every client walking out feeling better, the same words that hang over the mothership’s (Physio On Bayside) door.
The rest of the discovery work confirmed it. Values of excellence, a holistic approach, relationships built and valued, growth and a positive environment. A dream client Sarah Rogers could describe down to her Wednesday night viewing… a professional woman in her forties, career and kids in each hand, chronic jaw pain and clicking she’d assumed was permanent. Dayuuum. When a founder knows who likes that, the discovery is pure harvest, plus she’d spotted a gap in the local market, because nobody nearby was treating this condition with a full multi-disciplinary team.
Behind the name
The name she typed with five question marks is the one on the door today (the answer was hiding in her own thinking all along). Her ideal client had lived for years with pain she couldn’t explain, a jaw that clicked and ached while nobody could tell her what was actually going on. For a patient that lost, the kindest name is the most literal one, so the name breaks into two honest halves. The jaw names her pain and her problem, the thing she’s been carrying without answers. The clinic names the place that finally understands it… safe, supportive and built for her to heal and recover in.
She’d wished for a really fabulous name, for a patient who’s spent years confused, the most fabulous thing a name can be is instantly, completely clear.
One other naming question resolved itself in the open, we wondered whether “walk out feeling better” should become The Jaw Clinic’s tagline too. It didn’t need to. The tagline stayed leading Physio on Bayside’s homepage, the promise lives inside The Jaw Clinic’s mission and the clinic’s own hero line reads “Experts in care.”
Behind the logo
The palette runs from deep greens into soft pinks and the sequence is the story. A patient arrives in the dark of chronic pain and moves toward the light of getting her life back, so the brand moves from darkness into light with her. The pink earned its place twice over, once as that light and once as the colour wheel’s natural opposite to the greens, which reads as balance at a level nobody consciously notices (pink’s job is the journey and the colour wheel. Gender had nothing to do with it). Seaglass sits among the final colours, soft, coastal and calm, keeping the family’s Bayside accent.
The jaw itself put up a fight, because if you draw it with teeth, it reads dentist. Remove the teeth and in the words of the team member who actually said it out loud, it looks like a foot. Roughly three concepts later the mark landed as a prominent jaw in clean line drawing, unmistakably itself, with nothing molar-adjacent in sight.
The Jaw Clinic shares its font and its line-drawing language with Physio on Bayside on purpose… very Romy and Michele, two different wardrobes, one unmistakable bond. Grown in the same soil as the mothership and given its own light to flower under, a patient who trusts one brand recognises the other without being told, and the curves carry the same quiet promise as the mothership’s… unity, trust and continuity for a journey that’s rarely linear.
The system
Main logo
Plus variations for every setting the wordmark won’t fit
Sub marks for small spaces
Profile pictures, highlight covers and beyond.
Supporting graphic patterns
Carrying the shared line-and-curve language
Full colour palette
(Seaglass among the finals) and the family font system
Visual style guidelines
Defining the application rules of the brand’s look and feel.
Touchpoint materials
Business cards, treatment information fact sheets and hand-written thank-you note cards.
The whole identity built in deliberate relation to Physio on Bayside... shared connectors, its own palette and ground
The live site (built separately by Emma Hackett Design) carries the identity across a full condition-led architecture (the website itself sits outside this scope).
In their words
The Jaw Clinic and Physio on Bayside moved through discovery, design and reveal as one process with one founder, so the process words come from the same room. Belinda Cassell, Business Manager across the practice:
An adventure into the unknown is precisely what a brand-new specialist clinic is.
"Our new branding was an epic adventure into the unknown and it was great to have Sarah along for the ride guiding us to a lovely logo to match our exciting new brand."
The outcomes
The brand is live across a growing footprint, Cleveland, Redland Bay and a fortnightly Brisbane CBD clinic, carrying a full multi-disciplinary offer and NDIS provision under the identity built here.
The season now
Sarah Rogers’ workbook sketched the horizon in her own hand, an established name in high-quality jaw treatment within five years, training other professionals nationally within ten. Her legacy answered; “To be a leading light in changing the way Jaw conditions are treated and to provide an increased awareness to all those involved in the care of this population of clients.”
Leading light is precisely the right phrase for a brand built to move people from darkness towards it. If your business serves a need the category hasn’t caught up to and your brand needs to say so before you’re even in the room, a groundwork call is where that starts. ✨