Personal branding
Objective
Working in the dynamic and constantly evolving fitness industry, standing out from the crowd caused challenges to the client. She contacted us with the need for a cohesive visual identity that would effectively tie together her scattered promotional materials and serve as a catalyst for the growth of their business.
To consolidate their promotional materials, we developed a comprehensive brand guidelines to confirm the client’s reputation and create trust in potential clients.
The Brand
Book
- Step 1. Client vision
- We start by sending a comprehensive questionnaire that delves into the client’s perception of beauty and their specific business goals that they aim to achieve through branding. This step is crucial in gaining a deeper understanding of the client’s perspective and expectations, and helps us tailor the branding approach to resonate with the client’s ideal self-representation. To perform color analysis, we also contact the client to obtain a few selfies from them that were made in well-lit but not overexposed natural light. Upon receiving the details one of our senior color harmony specialist will dive into the analysis and will contact the client with the first results.
- Step 2. Color analysis
- The client’s natural coloring is assessed thoroughly during a color analysis to determine the most resonant colors for them. Our skin-tone matching method utilizes the Human Centered Color System®, an innovative method that adheres to scientific definitions of color dimensions, rather than relying on personal perception based on warmth-cold distinction. Instead of seasonal clustering, it employs a highly personalized color palette creation method. As a result, an exclusive palette is created that explains the matches in their context of the client and color domains. The client receives the result both in a practical format and through graphic art to honour their individuality.
- Step 3. Palette formation
- A harmonious color palette is selected from the broad palette that is found to be aligned with the client’s natural tones. In order to achieve visual clarity, 2-3 principal colors are selected that can bridge the client’s color palette and the industry’s color trends. By using swatches, they are expanded into a cohesive palette and applied throughout the upcoming brand elements. To guarantee alignment, we present the proposed principal colors to the client before moving forward, as it’s crucial to verify emotional compatibility.
- Step 4. Brand essentials
- The foundational elements of the brand are carefully crafted in this stage to ensure that it represents the client’s identity cohesively. We develop a distinct visual language that includes a brand pattern, font style, and abstract graphic design elements that embody the brand’s essence and will be used for asset creation. These assets, as included in the essential package are font logos, a social media set, digital wallpapers, and a print-ready business card.
- Step 5. Brand extension
- Any additional brand material can be created based on the foundational brand elements defined in the essential package. Brand identity can be extended to printed stationary, including folders, envelopes, and letterhead and other on demand office materials. It can also be expanded on digital channels to further enhance the online presence, including additional social media account set, digital campaign banners, and website materials. We use transparent and flat pricing for every additional brand material. Ordering can be done either through the website or the contact channel we use to communicate with the client during the review process.
I coordinate water-based recreational activities at various locations and I have seen firsthand the power of a strong brand. There are usually many trainers to choose from, and people seems to pick profiles they recognize from other sources. So I was very keen to have my flyers and promo cards perfectly match my profile on venues’ site for better recognition, and I’m really happy with the result.
– Sofia Nikoleta, Aquafitness trainer