Concept project · 2026
Atem Physio
Calm, clear, and bookable at 11 p.m.
- Sector
- Physiotherapy
- Scope
- Concept · UX · Web design · Booking flow
- Year
- 2026
- Status
- Concept — fictional brand
A reassuring website for a physiotherapy practice, with treatments explained in plain language, therapists with real faces and online booking front and centre.
The brief
Atem is a fictional physiotherapy practice with four therapists. Most new patients arrive in pain and with questions. What happens in the first session? Is it covered by insurance? Can I book without calling during opening hours?
The idea
A website that lowers the pulse. Lots of air, soft greens and answers before people have to ask. The booking button is always within reach, but never shouts.
Key decisions
- Plain language. Every treatment explained in words a patient would actually use.
- Faces, not stock photos. Each therapist with a portrait, their specialisms and the languages they speak.
- Booking everywhere. One clear call to action on every page, linking straight to the practice’s booking tool.
- Accessible by default. Large type, strong contrast and calm motion for people who may be in pain.
Designed to
- Help new patients choose the right treatment and therapist
- Move bookings from the phone to the website
- Build trust before the first appointment
Colour palette
- Pine #173430
- Sage #9DB8A5
- Mist #EEF3EF
- Apricot #F2A27A
Typeface
Mona Sans, expanded
Wide, light headlines that breathe. Calm without feeling clinical.
On every screen
Atem Physio is a fictional brand, designed to show how I approach a real project. Any resemblance to an existing business is coincidental.