Solution
Ready to rise to the challenge, our team approached this project holistically. We considered Justice Fitness’ purpose, values, and function, in their industry, as a whole. Although there was already credibility within their community, the brand’s image needed to reflect that same professionalism in the print and digital space.
The Approach
Like many of our projects, our first step was to guide them through a branding workshop that included several exercises to draw out the heart and story of those behind the brand. For Steve and Lindsey, fitness serves as a means to an end. Motivating others to pursue an active lifestyle runs in tandem with their desire to build relationships with those in their community. Along with defining what makes their business different, these exercises isolated core descriptions for the look and feel of the brand. Additionally, this process defined the tone and voice; in summary, we nailed down a brand essence under the big idea of “Intentional Empowerment.”
Design Process
After solidifying the core messaging, our focus shifted into the design process. Redesigning the logo was the first priority as it would serve as the foundation for implementing an identity system. Throughout our conversations, Steve and Lindsey mentioned that their clients commonly refer to their studio in one word, “Justice.” Feeling as though emphasizing the name was a missed opportunity, we chose to create a logo that embraced the strength of the name. The direction our team took was a dynamic design that communicated energy and motion. The logo’s typography, color palette, and structure served as vital elements to set a visual identity that could be applied consistently.