From Generic Physio to Premium Performance
Repositioning Function First Rehab in Ireland's rehabilitation market with a complete brand overhaul — bold dark aesthetic with neon green accents creating immediate differentiation in a commoditised healthcare market.
Client
Function First Rehab
Industry
Healthcare
Location
Longford, Ireland
The Challenge
The average physiotherapy appointment in Ireland lasts 20-30 minutes — barely enough time for meaningful assessment, let alone treatment. Riona Devlin had spent seven years watching this model fail people repeatedly.
- Old brand 'Riona Devlin Pain Injury Therapy' was functional but generic
- Website looked like every other physio site in Ireland: clinical, cold, stock images
- Competing in a commoditised market where price shopping dominated
- Patients didn't understand the difference between a 20-minute treatment and a 90-minute root cause diagnosis
Our Solution
A Name That Signals Philosophy
'Function First Rehab' immediately communicates the philosophy: your ability to function comes first. This shifts the conversation from 'physio' (a commodity) to 'rehabilitation specialist' (an expert-driven transformation).
Visual Identity That Demands Attention
Dark charcoal background with neon lime green — the opposite of safe clinical blues. The dark background conveys sophistication and seriousness; the neon green represents energy, movement, and breakthrough moments.
Website Architecture Built Around Education
The homepage hero immediately addresses positioning: 'WHERE MOVEMENT SCIENCE MEETS ATHLETIC PERFORMANCE.' Three client avatars help visitors self-identify: Active Professional, Returning Athlete, and Performance Seeker.
Seamless Booking Integration
Cliniko booking system integrated directly into the website for frictionless 90-minute consultation booking.
The Results
The rebrand represents a complete repositioning in Ireland's rehabilitation market:
- Distinctive visual presence immediately differentiating from all competing clinics in local search results
- Strong early Google ranking progress for target keywords
- Premium pricing successfully positioned with 90-minute consultations
- Brand recognition building in local athletic community with referrals from sports clubs
Want Results Like These?
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