EnvivaCor - Brand identity, strategy, and development

EnvivaCor

Creating a fresh brand identity facelift for a fitness and wellness company.

Marketing Consulting       Brand Identity       eBook Design       Brand Collateral

Brief

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.

Personal Trainer Logo Design and Minimal Branding by James Cannella
Fitness Logo Design and Branding by James Cannella
Fitness Logo Design and Minimal Branding by James Cannella

Process

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.

Brand Style Guide – Brand Identity and Logo Design by James Cannella
Brand Style Guide – Logo Design and Brand Identity by James Cannella
Brand Style Guide – Logo Design and Brand Identity by James Cannella
Brand Style Guide – Brand Identity and Logo Design by James Cannella

Collateral

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.

eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella
eBook Pitch Deck Design for Startup by James Cannella

1 Comment

  • Vee Brown says:

    I have worked with the company for 5 years and cannot say enough amazing things about Innocent Amara. He works very hard to make his visions a reality and I am thankful to be a part of that.