Brand Development for a Wellness Startup
Soulfit
Competencies:
Market Research
Customer Profiling
Brand Identity Development
Brand Messaging (Voice & Tone)
Brand Positioning
Brand Manuals & Design Guidelines
A personal trainer and her business partner had a larger vision for how they wanted to serve their local community beyond just physical fitness. Their start up idea was to create a wellness hub within, and for, the community to promote well-being in a comprehensive way.
They wanted to clearly define their brand so they could successfully launch their immediate business initiatives: solicit partnerships with wellness practitioners, open a brick and mortar location, and begin building their new client base. They wanted to move forward with a well-defined brand to guide them, ensuring their messaging was clear and cohesive as they built their startup from the ground up.
How do we clarify and define the vision and have it authentically reflect what we want to bring to life so we can confidently pitch the business before it’s launched?
Through conducting discovery sessions, competitive assessment, and comparative analysis we clarified a huge opportunity to create a hub of complete wellness among the fitness and individual wellness options to choose from within the local community.
Their vision was to provide a “one-stop shop” fitness and wellness center laser-focused on the complete health of the mind, body, and spirit where traditional medicine wasn’t cutting it anymore.
A sanctuary for transformation, and a tribe of support.
The brand identity needed to play on the balance of both a calming wellness facility with the energy of a fitness center, while also emphasizing both arms of their center.
An identity was developed that informed design guidelines that emphasized their view of well-being is a sum-of-all-parts approach that included lots of room for joy, play, and connection. Once brand positioning and messaging were defined, final deliverables included brand messaging, a suite of identity marks, and design standards which were outlined within a full brand manual.
My primary role within this project was leading Brand Development as a contractor on behalf of Orchestrata, a creative agency partner.
