Brand Identity + Word Crafting + Illustration + Collateral
Fit Social
Fit Social is the brainchild of Nick and Aleena. They wanted to combine their passion for health with their desire to impact global change through community connection. Through life experiences they’ve discovered a need for social connection through fitness when traveling for business or pleasure or moving to a new community. Fit Social brings fitness and social connection together through an app. Think Bumble for Friends and Google.
THE TASK…
To create a brand identity from scratch for the Fitsocial app. We needed to communicate to an audience of folks who value health + wellness, human connection, and fitness + travel. We also needed to write a mission statement, tag line, descriptor and belief statements to round out the personality of the brand. We determined that the brand voice should be supportive,approachable, encouraging, motivating, authentic, relatable, and create a sense of belonging. Illustration was also requested to bring this brand to life.
SCOPE OF WORK
+BRAND STRATEGY
+MISSION + BELIEF STATEMENTS
+TAG LINE + DESCRIPTOR
+PRIMARY LOGO
+SECONDARY LOGO
+MARK(S)
+ILLUSTRATION(S)
+BRAND PATTERNS
+COLOR PALETTE
+FONT PAIRINGS
+BRAND GUIDELINES
THE LOGO
The logo ended up being a work mark with an easy-to-read, san serif, modern type. The letters are lowercase to appear young and approachable. The “t” connects or reaches out to the “s” to emote social and human connection that is so foundational to their brand.
ILLUSTRATION
The illustrations are made up of abstract people doing yoga, running and lifting. We also created a pattern using these illustrations.
MARKS
We created a mark out of the descriptor. The circle embodies connection and the leaning forward divider between words shows forward movement. We also created a mark using the tag line shown in different colors in a wave shape stacked on top of each other. This shows forward smooth movement. There are three marks as abbreviations of fitsocial. These variations of “fs” can be used as profile pictures or for smaller spaces.
PATTERNS
Patterns add a fun element to any brand. We created patterns using the illustrations and the “fs.” These patterns can be used in multiple ways: on swag, packaging, wrapping paper, wall paper-use them in any creative way!
MESSAGING
Seeing that this was a brand created from the ground up, it needed messaging. We wrote the tag line, descriptor, mission statement and belief statements with the target audience in mind.
IMAGERY
Imagery is an important part of any brand, but especially this one. Being a app, imagery is going to make up the majority of the space and communicate to the audience who they are what they are about. The imagery should emote a young, energetic, social, warm + happy feel.
