Creating a fresh brand identity facelift for a fitness and wellness company.
Marketing Consulting Brand Identity eBook Design Brand Collateral
EnvivaCor – a fresh brand identity facelift for a fitness and wellness company
EnvivaCor, formerly Compass Point Fitness is a company that provides community-focused fitness and wellness activities within apartment complexes. This project was completed under digital marketing agency Avintiv Media. The brand’s owner and founder, Innocent Amara, was looking for a way to position his company for success in the growing market of Atlanta. He gifted us with full control over the creative direction for his brand, formerly named Compass Point Fitness.
Uplifting, approachable, and empowering.
As Creative Director at Avintiv Media, I led the way on this project from start to finish. In order to understand how to best position the brand, I started the project by conducting thorough market research on EnvivaCor’s target audience, design and marketing trends in the fitness industry, the Atlanta market, EnvivaCor’s competitors, and much more. That research was then used to develop a handful of new brand name options, of which EnvivaCor was chosen as the final option.
With a new brand name decided on, we went forward with redesigning the logo and brand identity system. EnvivaCor’s primary customer segments were young adults, primarily females. These young, active customers were all living in apartment complexes together, so achieving a balance between energetic and communal was crucial for the brand identity.
After a few rounds of revisions, we decided on the logo and brand identity shown here. The keywords associated with the new brand identity are “uplifting, approachable, and empowering”. The symbol included in the logo infuses the letters “E” and “C” from the EnvivaCor name, and is meant to resemble a power button to associate the brand with positive life energy. Round edges and circles were used to make the brand feel approachable, while a lively red color was implemented to instill a feeling of activeness.
Pitch deck/sales kit design for communicating the brand’s value proposition.
After EnvivaCor’s naming, logo design, and brand identity were completed, I moved forward with designing a sales kit. The purpose of this sales kit was to communicate the brand’s value proposition to potential clients (i.e., apartment complexes where EnvivaCor could offer its services from within). A mix of secondary research, customer testimonials, and general information about the company’s service offerings was integrated throughout the PDF file.