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Movement is a medicine for creating change in a person's physical, emotional, and mental states
An Inclusive Fitness Studio
Proactive Fitness is a fitness studio that believes in the concept that movement is medicine, promoting a safe and welcoming space for clients to heal or strengthen their bodies through physiotherapy, massage therapy, and fitness classes. The project involved creating the branding, social media content, and web design for Proactive Fitness, aiming for a visual identity that evokes feelings of comfort fun and approachability that is still imbuing a level of professionalism.
objectives
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Develop a cohesive brand identity that reflects the studio's mission and values.
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Design social media content to engage and attract clients.
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Create a user-friendly website that showcases the studio's services and ethos.
Behind the brand
Colour Palette
The mission behind Proactive Fitness is to heal and build strength. We incorporated a gradient to symbolize the growth and transition that comes with caring for your body.
We used shades of brighter green for energy and renewal balanced with a teal to evoke calm and rejuvination.
Shape and Imagery
Inspired by the poses that Proactive Fitness practices with their clients and the emphasis of movement we built a simple rounded organic shape that was incorporated into their logo icon and brand assets. The half moon shape itself is also commonly associated with empowerment and new beginnings.
Type and Layout
It was important to incorporate all of the brand elements in a way that still conveyed professionalism. We defined green and teal in the brand guidelines as pop colours to be used sparingly with white or light grey background colours and a significant amount of white space. We chose a simple sans serif font for clarity.
deliverables
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Logo Design
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Color Palette
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Typography
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Brand Guideline
Brand Identity
Marketing Materials
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Social Media Graphics (posts, stories, banners)
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Website Design (layout, UI elements, content)
Website
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Wireframes
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Website Mockups (desktop and mobile versions)
My roles & responsibilities
Project Manager: Oversee project progress, coordinate with client and creative team to ensure timely delivery.
Graphic Designer: Lead the brand and web development, design marketing materials, website mockups and create presentations for clients.
Copywriter: Develop content for social media posts, event announcements, and promotional materials as a mockup for how their brand should be used.
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