Case Study · FunctionRx
Built for two
Built for two
audiences at once.
A functional medicine platform built for practitioners and patients — two audiences, one brand architecture.
The Brief
Two audiences.
One brand that serves both.
FunctionRx was built on a core insight: most chronic pain and movement dysfunction isn't treated — it's managed. The owners built a platform that addresses root causes through postural assessment and corrective exercise, designed to be delivered by practitioners and experienced by patients. The challenge was branding a startup with two completely different audiences who needed to hear completely different things — without building two brands.
Practitioners needed to understand the business case: scalable protocols, recurring revenue, a clinical edge that differentiates their practice. Patients needed to understand the human case: lasting relief, not temporary management, a program that actually fixes the problem. The brand had to hold both conversations at once. And the website had to route each visitor to the version of the story that was made for them.
What We Built
01
One brand.
Two audiences. Zero confusion.
The brand system had to do something most brands never attempt: feel credible to a board-certified chiropractor making a business decision and reassuring to a patient in chronic pain searching for answers. We built from the middle — a visual language that reads clinical without being cold, approachable without being soft. The blue anchors trust and precision at once, the typography stays structured and legible, and the brand says: we know what we're doing, and we care about you.
For Practitioners
Scalable protocols. Recurring revenue. A clinical edge.
One brand
For Patients
Lasting relief. Root cause. Back to what you love.
Primary Logo
Function Blue
#4872B6
Precision Black
#1B1B1B
Recovery Blue
#BCD9EC
Clinical White
#EFEFEF
Brand Identity
Built to bridge clinical credibility with patient warmth
Dual-Audience Website
Two distinct journeys, one cohesive brand experience
GEO Strategy
Content framework structured for AI search visibility
Brand Photography
In-person photo shoot, real people, real movement
02
A website that routes
the right person to the right story.
The website architecture was built around a fundamental question: who is reading this right now? From the homepage, practitioners and patients self-select into separate journeys — each one telling the FunctionRx story through the lens that matters to them. Practitioners see clinical outcomes, implementation, and revenue. Patients see movement restoration, real cases, and a path back to doing what they love. The brand stays consistent throughout. The message adapts.
Built for every kind of practitioner
03
Photographs that show
what a text block can't.
The functional medicine space is crowded with stock imagery of smiling people in white. We went the other direction — real practitioners, real patients, real hands-on guidance captured mid-session. Clean, deliberate, unmistakably clinical without feeling cold. The photography gave the brand proof: it shows the work, not just the promise.
"Most brands pick one audience and hope the other figures it out. FunctionRx couldn't — so we built the architecture to do the choosing. The same brand, two doors, no compromise."Tay Design Co Brand & Website, FunctionRx
Two audiences.
One strategy that reaches both.
If your brand has to speak to more than one person at once, the architecture matters as much as the message. We build both.