After a briefing with Emma Els, we began the creation of an identity. Unfortunately, none of our first round of logo concepts hit the right resonance. We made the mistake of playing it too safe and predictable, developing an identity similar to the wider sports science marketplace. Recognising our error in the briefing process, we produced as many versions as needed until we arrived at our ‘that’s it’ moment - and we are happy with the result!
For the corporate identity, we leveraged the use of materiality in the design. A minimalist business card design was given a ‘wow’ factor using a thick linen finish card stock with a blue seam.
The underlying brand personality strikes a balance between authenticity and ‘credible’ wellness. Marketing image selection was influenced by exercise and regional contexts as well as depicting a variety of target demographics, thus conveying the message of ‘exercise for everyone… in Queensland.’
One positive outcome from our initial unsuccessful logo design process meant that we really understood what Emma Els and the market needed for the remaining assets required to launch her business. We were able to provide a quick turnaround on the delivery of a CMS and responsive website, corporate ID, collateral and signage still well inside the timeframe allowed.
We are pleased with the outcomes of this project, together with Emma we pushed the brand into something that is truly differentiating in a marketplace of very similar identities.