We helped Myodetox Become Simply Myo—and Define the Future of Movement Health.
Roughly a year ago, the Myodetox team came to Herman Scheer with a powerful question: How do we reimagine who we are, what we stand for, and the role we play in people’s lives?
What started as a traditional physical therapy clinic had become something more—a growing collective of world-class clinicians using manual therapy, movement, and deep personalization to help people understand their bodies, prevent injury, and move with purpose. But the brand wasn’t telling that story.
Together, we embarked on a year-long transformation. We began with deep strategic insight work and ended with a new name, a reimagined brand identity, and a digital experience designed to redefine modern physical therapy. Here’s how we did it.
Phase 01: Clarity Through Insight
Our engagement kicked off with a deep-dive into Myodetox’s audiences, category, culture, and internal aspirations. We conducted primary research with nearly 200 clients, unearthing essential truths about both how Myodetox was perceived—and what was possible.
The Opportunity:
- Clients overwhelmingly associated Myodetox with physical therapy, but they described it as “not regular PT.”
- They praised the hands-on care, long-term results, and 1:1 attention—yet struggled to clearly explain what Myodetox was to others.
- The name “Myodetox” caused confusion. “Detox” suggested juice cleanses, not movement science.
- There was a strong desire for something proactive, inclusive, and rooted in expertise—something that made sense of the body.
From this, four strategic imperatives emerged:
- Reduce Complexity – Make it easier for people to understand who Myodetox is and what they offer.
- Own the Role of “Modern PT” – Embrace and elevate physical therapy as the anchor to introduce a new, proactive category.
- Feel Premium Yet Accessible – Position as clinical and expert, not trendy or exclusive.
- Make It a Brand for Me – Build a more inclusive, empowering, and everyday relationship with clients of all backgrounds and body types.
Phase 02: Strategy That Moves
With insight in hand, we redefined the brand strategy from the inside out. Our positioning had to be bold, clear, and emotionally resonant.
We landed on a simple yet powerful new brand idea:
Myo is modern physical therapy for body brilliance.
This wasn’t just a new way to describe the service. It was a reframing of the entire category—from reactive to proactive, from body-part focused to whole-body aware, from clinical coldness to human warmth and intelligence.
We developed a new brand framework around Futureproof®, a proprietary five-phase care method that demystifies the process and helps clients track progress from pain relief to performance.
The brand would now be built on three key behaviors:
Unapologetic & Intentional – No fluff, no fads. Just expert care with purpose.
Simple & Effortless – Translate complex health into intuitive, daily action.
Curious & Committed – Constantly evolving with each client’s goals.
We also codified key audiences—including “Healthy Actives” and “Formerly Fit”—to ensure Myo’s voice and offering met people where they are, whether they’re fine-tuning performance or just beginning their wellness journey.
Phase 03: Designing for Brilliance
From there, we brought the strategy to life with a visual identity system rooted in equilibrium, clarity, and movement. Key elements included:
- Wordmark & Symbol: A refined “Myo” wordmark with organic transitions and a dynamic symbol inspired by tensegrity—the balance of tension and integrity that defines healthy movement.
- Color & Typography: A confident “Brilliant Blue” hero hue, grounded by warm neutrals and a clinical-feeling sans serif typeface for clarity and approachability.
- Graphic System: A unique dot motif that visually reflects connectedness, motion, and Myo’s approach to making sense of the body.
- Art Direction: Lifestyle photography celebrating everyday movement—not just athletes—along with instructional studio content for education and clarity.
Every detail was designed to support the brand’s purpose: making proactive movement care intuitive, desirable, and unmistakably Myo.
Phase 04: Digital Experience as Extension of Brand
Finally, we carried the new brand into the digital space—developing a website experience that felt equal parts clinical and consumer, expert and warm.
The site introduces users to Myo’s Futureproof® method, demystifies what happens in a session, and elevates the 1:1 experience that clients rave about. From intuitive booking to educational diagrams to real client stories, the web experience was built to feel like a natural extension of the brand: personalized, empowering, and always a step ahead.
What We Created
By project’s end, we helped Myodetox step into its next chapter as simply Myo—a category-defining brand that:
- Centers proactive care in a culture of reactive medicine.
- Builds trust through education and personalization.
- Reflects and respects the beauty of the human body.
- Makes modern physical therapy feel like something new entirely.
This wasn’t just a rebrand. It was a reframing of what health, care, and possibility can look like in motion.
