ReGen

Challenge

In Malaysia, the outlook for individuals with serious spinal injuries was bleak. While rehabilitation rates in the US and Europe reached as high as 70%, in much of Asia, including Malaysia, that number barely reached 30%. The problem was awareness, infrastructure, and a lack of inspiring examples that challenged what recovery could look like.

The goal was ambitious: create a rehabilitation service that made high-quality recovery both possible and affordable for Malaysian communities. But to achieve that, ReGen needed a brand that could redefine what people believed was possible after spinal trauma.

Idea

We created a brand identity rooted in the radical idea of reversal, not just recovery.

A simple, elegant ‘G’ forms as a backward-pointing arrow became the centerpiece of the brand: a symbol of turning back time, restoring movement, restoring dignity, restoring life.

The design tells a story of hope – not just in words, but in its very shape. The visual metaphor of “reversing your situation” carries emotional weight for patients, families, and clinicians alike. It became a rallying cry for a new kind of rehabilitation experience, where people saw a real pathway to getting their life back.