Project Title: Rebranding "Ben Yates Fitness" - Logo and Visual Identity Design
Background: Ben Yates Fitness is a personal training service that targets women aged 45 and over, focusing on holistic health, empowerment, and sustainable fitness practices. We aim to create a brand that resonates with our client's aspirations for wellness, strength, and balance in their lives.
Objective: To develop a new logo and visual identity that reflects the sophistication, approachability, and empowerment that Ben Yates Fitness provides. The design should appeal to our target demographic, invoking feelings of tranquillity, confidence, and motivation.
Target Audience: Our primary audience is women aged 45 and over looking to improve their fitness and overall well-being. They value personalised attention, safety, and a supportive community that understands the unique challenges and goals of this stage in life.
Tone and Image: The brand should exude friendliness, warmth, confidence and reassurance. It should be perceived as upscale yet accessible, professional yet personal.
Design Requirements:
Logo:
Incorporate a modern serif font to convey sophistication for "Ben Yates Fitness." Use a complementary sans-serif font for the tagline "Think Well, Move Well, Eat Well" for readability. Introduce a colour palette with soft blues, purples, and greens to appeal to the target audience, with flexibility in usage for various applications. Include a monogram or symbol that resonates with health and wellness, possibly integrating elements that symbolise growth and personal transformation, or a copy of my signature to suggest my seal of approval. The design should be scalable and legible across different mediums, from website headers to social media icons to print material, leaflets, banners and uniforms.
Visual Identity:
Develop a secondary colour palette with neutrals like creams and beiges for backgrounds and accents. Suggest usage guidelines for the primary and secondary colour palettes. Provide font pairings for web and print that match the logo's fonts for brand consistency. Create patterns or textures that can be used in backgrounds or as design elements that align with the brand's message.
Deliverables:
Logo in various formats (JPG, PNG, SVG, EPS). Brand style guide including color palette, typography, iconography, and usage guidelines. Business card and letterhead design. Social media profile and cover image templates.
Selection Criteria: Please provide a portfolio that showcases experience with brand identity projects, particularly those targeting a similar demographic.
