Business Branding Project Kickoff
We started the fitness branding project by working to gain an understanding of the business. Our conversations with the client were focused on getting clarity around the platform she would develop, the target market, her plans for launch, and the competitive landscape.
The platform was still in development, so there was no product for us to experience as we embarked on the gym branding project.
We followed the discovery session by doing some heavy-lifting in the research department. Our team members immersed themselves in the market. Here, we worked to understand what made some subscription-based brands stand out, and others fall flat.
Once we had a good grasp of what was going down, we moved into the development of the visual direction for the fitness brand.
Our business branding process includes the creation of three brand boards to convey the positioning and attributes of the business visually. Upon presentation of the three options for visual direction, our client selected a board with bright pops of color grounded by clean black and white graphics and type.
The selected brand board had an edgy aesthetic but was still accessible and energetic. Our goal here was to resonate with the primary target market (women), but not discourage men from enrolling.
The bold, yet simple nature of the icons would appeal to both men and women, and the use of color would bring in an energy that would break up the stark nature of the graphics.