From Physical Therapy to Physical Presence

Translating Brand Identity Into Built Environment

CASE STUDY: CONVERGE PT

ROLES Project Lead • Creative Strategy • Design • Build Management • Business Strategy

The Challenge

When I joined the Converge team, the owner’s top priority was clear: find a new space and build the infrastructure to support growth. So I made that my top priority too.

We signed a lease on a raw, dusty office suite with great windows and big potential—and set out to build a clinic that could match the vision behind the brand.

What started as a space redesign quickly grew into a full-scale brand evolution, team expansion, and business identity.

I led the charge—shaping Converge’s space, voice, and systems to support long-term growth, cohesion, and momentum.

Leading the Vision

With no architect, interior designer, or project manager on board, I stepped into the gap—guiding the vision, coordinating logistics, and making design decisions from big picture to final details.

I blended strategy with hands-on creative work, helping shape everything from the location and layout to the feel of the brand in the space itself.

Strategic Location & Spatial Design

Led early strategic planning, including financial modeling and pro forma development, to assess affordability and forecast the cost of a move.

Collaborated with realtors to identify and tour potential locations; created detailed layouts to visualize clinic operations within each space.

Wrote and presented the proposal that ultimately secured our lease.

Design Spotlight

Custom-designed as a functional centerpiece for rehab, training, and community.

Engineered as a free-standing structure to minimize noise transfer, it was built in-house on a tight budget using partially reclaimed wood and climbing holds.

SHOWN BELOW:

A section of the design documents for the climbing wall.

Created in SketchUp and Layout, these drawings include precise framing, angles, and material specs—and were used as the working documents for the actual build.

A custom-built reception desk designed to meet both spatial and visual goals. Its curved form softens the space while anchoring it with an earthy presence.

Made in-house using partially reclaimed wood, white concrete, and hand-made terracotta, it integrates brand identity through material, form, and function—evoking the natural textures of the desert with a grounded, modern sensibility.

portfolio-design-build-clinic-schematic-

More than just a sign, this piece transformed Converge's 2D logo icon into an elegant, tiled, and backlit dimensional wall installation. It's strategically hung in the reception area to immediately introduce every visitor to our brand's unique character.

I led the conceptual design, material sourcing, and overall fabrication strategy. Crucially, I mentored a colleague through the hands-on building process, teaching them the necessary tools and techniques to bring this vision to life.

My involvement extended to the final installation, where I designed and installed the dynamic LED lighting and mounting hardware to ensure a flawless, impactful display. This piece perfectly bridges brand, architecture, and the patient experience.

Completed Construction

The Impact

Fueling Growth & Cementing the Brand

This wasn’t just a space makeover—it was a catalyst. The transformation positioned Converge to scale meaningfully, grow its team, and deepen its connection to the community it serves.

We Grew the Team & Evolved the Brand

During planning and construction, I worked hand-in-hand with the owner to expand our clinical team from 2 to 5 practitioners.

Bringing people on during a time of flux turned out to be a gift—each new face helped shape the evolving brand as it came to life around us.

We became a true community hub.

The new space made room for more than just treatment—it became a place to gather. We hosted dozens of clinics, social events, and workshops that widened our reach across the Wasatch Range and helped new audiences feel at home in the brand.

We turned services into brand stories.

Each time we brought on a new provider, I led the creative rollout—writing landing page copy, designing printed bios, shooting photos, and building visual cohesion across platforms.

Physical elements of the clinic echoed these stories: custom signage, mural work, even the climbing wall reinforced the playful, healing ethos at the heart of Converge.

We relaunched—and made noise.

To introduce the new vision, I conceptualized and ran ConvergeFest, a two-week grand opening celebration and brand activation. It generated buzz, built out our media library, and showcased the clinic’s evolved identity in motion.

Check out ConvergeFest.

Conclusion

This project reflects what I do best: lead ambitious, multidisciplinary work that bridges creative vision and operational strategy. From designing physical spaces to shaping brand experiences, I help businesses grow into their fullest expression—while keeping an eye on what’s real, what’s next, and what connects.

Helping build Converge wasn’t just a professional challenge—it was personal. I got to shape a brand and a space that mattered, not just to the business, but to the people moving through it.

That’s the kind of work I want more of—the kind where good design becomes good culture.