DTXFY

Walk into a dtXfy studio worn down or worn out, and walk out reinvigorated. This growing renewal studio offers the latest technology and innovation in light therapy and touchless massage, providing three core services to help renew, revitalize and repair your body and mind.

When dtXfy came to Wonder & Co. in 2022, they arrived with a clear vision for their space, a strong brand voice, and a logo. The original mark had all the makings of something modern but communicated little about the brand itself. The design and the strategy weren't speaking the same language, and for a brand positioning itself for multi-location growth, that disconnect would only compound over time. Our job was to close the gap.
dtXfy knew they wanted to lean on an X as their icon, and so that's where our exploration began. The primary logo places the dtXfy X at its center, leveraging the degree symbol and progressively darkening and then progressively fading. The mark became a visual metaphor for the experience itself — you arrive worn down, you leave renewed. That idea, built directly into the mark, became the foundation for a full brand system.
The website had one job. Built with MindBody software integrated throughout the UX, the site was designed to make booking feel as seamless and considered as the in-studio experience itself. dtXfy has since grown to multiple locations across Pennsylvania, with a brand system built to travel with them.