Active branding that’s on the move. We were tasked with developing the corporate identity for Al-Attar Physical Medicine, Rehabilitation and Sports Medicine Center. Al Attar focuses on improving the health, function and quality of life of outpatients with acute and chronic musculoskeletal conditions and disorders. It serves civilians but also offers free of charge services to the Qatar armed forces and their families. Al Attar’s unique selling points are a focus on physical medicine and rehabilitation, noninvasive and conservative therapy, one on one doctor-patient interaction and treatment, a commitment to education, research and training, and the creation of community awareness. Al Attar has the potential to set a new standard in physical medicine and rehabilitation in the region. Become a hotspot for rehabilitative medical tourism with the power to extend services to accommodate in-patient care and surgeries, expand into other parts of Qatar, and maximize on PM&R awareness through medical innovation and greater community access.