TASK. We were faced with the task of creating a distinct semantic and visual identity for the service, maintaining its connection to the Orteka brand but distinguishing it as a distinct, consumer-friendly entity.

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ANALYTICS AND INSIGHTS. We studied two key audiences:

1. Customers already in the salon. They learn about the service from a consultant or from the website. For them, "Family Orthopedist" is an extension of Orteka's own expertise: quick access to a medical assessment and professional product selection.

2. Customers who don't come to the salon. Research revealed a key issue:
even with regular pain or discomfort, people don't consider their condition to be critical.
They perceive symptoms as "normal," and postpone a visit to the doctor due to bureaucracy, lack of time, and the feeling that "it's nothing to worry about."

These barriers shaped the communication focus: to make orthopedic diagnostics simple, fast, and accessible for the whole family—right in the store, without the hassle of medical procedures.

STRATEGY. We created a communications platform that:

– explains the value of the service in simple terms,
– reduces the barrier to entry (come in—get checked—get a recommendation),
– emphasizes the expertise of the Orteka chain,
– transforms "Family Orthopedist" into a clear and independent service.

The second objective was to standardize the service: develop a unified diagnostic protocol, a structure for presenting information, and a visual system related to the Orteka brand, but with its own function and recognizability.

IDENTITY AND VISUAL SOLUTIONS. We developed a visual system in which "Family Orthopedist" becomes a separate entry point to the brand:

– a light, medically appropriate color palette;
– graphics that emphasize physicality and movement;
– simple communication language;
– a dedicated key visual that links all media: posters, in-store materials, digital content, and videos.

All this helps visitors quickly understand that they can receive professional help here without waiting or unnecessary bureaucracy.

COMMUNICATION. Two advertising videos were developed to launch the service. The face of the campaign is Gosha Kutsenko, playing the role of a "family orthopedist," who says in a clear, friendly, and confident tone, "It's good that Orteka exists." The main idea of the communication is to attract the whole family to orthopedic issues and demonstrate that Orteka is not just a store but also an expert medical support service that can be trusted.