Structural Integration is not simply a bodywork modality or form of physical therapy. Founded by Ida. P. Rolf in the 1960’s, it recognizes the mind and body as two parts of a whole, whose intimate connection becomes clear and important through this work. The goal is release: release of holding patterns in the body and ignorance in the mind.
Our work for Crestone College of Structural Integration encompassed both identity and design. We began with our questioning and listening process to discover essential concepts and language that express this powerful modality in the unique way co-founders Buddy Frank and David Davis see their work. We arrived at “The Art of Seeing Human Structure”. Unusual, perhaps, for such a hands-on medium. But we came to understand (and you’ll find this insight explained in the many videos we shot for CCSI), that practitioners tune in so deeply to their own bodies through the work that they become able to see imbalances in others. It becomes quite natural and ordinary for them and this perception greatly aids their ability of be of benefit.
Hand-in-hand with this tag line we developed a logo that tackles a fundamental notion in structural integration: alignment around the central vertical axis. You will see this expressed commonly by a human figure, whether in profile or borrowing from the famous Davinci image, with some sort of line drawn vertically. We felt the line and human form image was a bit tired but also visually clumsy. Instead we sought a more expressive and emotive treatment, resulting in the logo you see here.
We shot videos to give voice to the founders and their insights; the web site’s clean and open design makes content clear and accessible; Adwords campaigns and some print ads played with the theme and language further, driving traffic to the site and stimulating new registrations for their courses.
In sum Buddy Frank said of our work, “Tatjana and Sasha at Creative Maneuver are the pros! From concept to strategy, to design and implementation – these guys do it all – and with professionalism. They worked with me to create print media, as well as generate an on-line presence, giving my business the high-end/top-quality image that really makes a difference. I highly recommend Creative Maneuver for all of your media/advertising/marketing needs.”