What to do with a ready-made logo that does't say back pain relief?  Its abstract spinal shape presented an opportunity to bring the shape of a pain-free back into the conversation.  The swimmers' forms accentuate the fact of movement.  Overlaid with an animated 'swoosh' following their contour highlights a meaningful function of a second swoosh above the form of the spine in the logo symbol.  What could have amounted to a confusing symbol came to life with a subtle nudge.