My approach was to try and capture the essence of the brand and really dig deep into what message it was trying to convey to its clients. from conversations with the owners we agreed that the core brand values were that of:
The visual had to tick all of these boxes.
To start I enlisted 10 female gym goers between the age of 20 and 40 to try and capture what they were looking for in a fitness provider, their experiences online and in person. And what they value in a fitness brand (of anything) We asked them a series of 10 in depth questions.
The key out takes of the research were:
From pairing the research up with the brand core brand values, I knew that I had to create an identity that made people feel part of the community (or club), a visual that was friendly and approachable so that the level of intimidation was reduced, a sense of female strength and empowerment …. . and most of all make it FUN!
The owners did want to keep a purple as the main colour but were open to me developing a new pallet for them, so to start the process I developed a contemporary spin on their current palette – I created the a similar pallet but using more contemporary colours. Applying this to images as a gradient added strength and drama, and also a degree of femininity to the overall look. The new pallet really worked well in digital applications.
For the logo I wanted to keep a degree of friendliness to the icon, so I moved away from what other fitness providers were doing and I opted for a sketch style font to breakdown any formalities and really make this look like a club and I think we achieved this.
To complete the design system, I wanted to create an identity for the programs that “booty” offered and created embellishments to each program to give it a unique identity.
The program descriptions were often a bit convoluted about what the aim of each individual program was for the clients, so I decided to create a set of icons that could be shorthand version of the theme of the work out. For instance to create an icon for “Cardio” or “strength” . Paired up with the program this gives the user a clear understanding of the theme of the workout.
I want to personally thank Simon for of all the time he has put into our rebrand and acknowledge what an amazing job he has done!
He has most definitely exceeded our expectations.