HABITAT Functional Fitness

This project involved creating a brand for a functional gym, encompassing the name, concept, and visual identity. The aim was for the brand to represent not just a physical space but also a community with a shared affinity for exercise.

HABITAT Functional Fitness

This project involved creating a brand for a functional gym, encompassing the name, concept, and visual identity. The aim was for the brand to represent not just a physical space but also a community with a shared affinity for exercise.

HABITAT Functional Fitness

This project involved creating a brand for a functional gym, encompassing the name, concept, and visual identity. The aim was for the brand to represent not just a physical space but also a community with a shared affinity for exercise.

HABITAT Functional Fitness

This project involved creating a brand for a functional gym, encompassing the name, concept, and visual identity. The aim was for the brand to represent not just a physical space but also a community with a shared affinity for exercise.

Client:

Habitat

Role:

Brand Designer

Year:

2019

Client:

Habitat

Role:

Brand Designer

Year:

2019

Client:

Habitat

Role:

Brand Designer

Year:

2019

Client:

Habitat

Role:

Brand Designer

Year:

2019

A header for desserts website with title "Cup cakes" to order it
A header for desserts website with title "Cup cakes" to order it

The Challenge

Creating a unique and memorable brand: Developing a brand that stands out in the competitive fitness industry is a significant challenge. The brand needs to be distinct, capturing the essence of the functional gym while resonating with the target audience. It requires careful consideration of the gym's values, mission, and target market to create a brand identity that sets it apart.


Conveying the concept effectively: The brand should communicate not only the physical aspects of the gym but also the sense of community and shared affinity for exercise. It is crucial to develop a concept that encapsulates the desired atmosphere, culture, and community spirit of the functional gym. Translating these abstract ideas into a tangible brand identity can be a challenge.


Designing a cohesive visual identity: Creating a visually appealing and cohesive brand identity is essential for brand recognition and recall. This involves designing a logo, selecting appropriate typography, choosing a color palette, and creating visual assets that effectively convey the gym's values and concept. Achieving consistency across various brand touchpoints, such as signage, marketing materials, and digital platforms, can be a challenge.


Process

Process


  1. Research and Understanding:


  • Conducting market research: Analyzing the fitness industry, identifying trends, competitors, and target audience preferences.


  • Gathering insights: Conducting surveys, interviews, and focus groups to understand the target audience's motivations, needs, and desires related to fitness and community.



  1. Defining Brand Strategy:


  • Establishing the brand's mission and values: Determining the purpose and core principles that will guide the brand.


  • Defining the target audience: Creating detailed buyer personas to understand their demographics, psychographics, and behaviors.


  • Developing the brand positioning: Identifying the unique value proposition that differentiates the gym from competitors.



  1. Concept Development:


  • Brainstorming and ideation: Generating ideas and concepts that align with the desired brand attributes, community focus, and fitness philosophy.


  • Defining the brand concept: Crafting a clear and compelling concept that represents the gym as a physical space and a community with a shared affinity for exercise.



  1. Name Creation:


  • Generating name options: Brainstorming and creating a list of potential names that resonate with the brand concept and target audience.



  • Evaluating and selecting the name: Assessing the names based on criteria such as relevance, uniqueness, memorability, and domain availability.



  1. Visual Identity Design:


  • Logo design: Creating a logo that visually represents the brand's identity, incorporating elements related to fitness, community, and the chosen name.


  • Typography and color selection: Choosing appropriate fonts and colors that align with the brand's personality and evoke the desired emotions.


  • Designing supporting visual elements: Developing additional visual assets, such as patterns, icons, and imagery guidelines, to create a cohesive visual identity.



  1. Brand Guidelines:


  • Creating brand guidelines: Documenting the brand's visual and verbal identity, including logo usage, color palettes, typography, tone of voice, and style guidelines.


  • Ensuring consistency: Providing clear instructions on how the brand should be presented across different touchpoints, ensuring consistency and maintaining the desired brand perception.

A home page of the desserts shop website
A home page of the desserts shop website
Solution

Solution

A home page of the desserts shop website
A home page of the desserts shop website

The team created a visually appealing and user-friendly e-commerce platform that allowed customers to easily browse and order from the shop's selection of delicious desserts. The website featured a simple and intuitive layout with clear navigation, making it easy for customers to find what they were looking for and place their orders quickly.


To support online ordering, the team integrated a secure payment processing system into the website, allowing customers to pay for their orders using a variety of popular payment methods. The team also implemented a variety of delivery options, including local pickup and delivery, to accommodate different customer preferences and needs.

Key takeaways


  1. Understanding the target audience is crucial: Through market research and gathering insights, understanding the target audience's motivations, needs, and desires related to fitness and community is essential. This understanding guides the development of the brand strategy and helps create a brand that resonates with the intended audience.



  2. Branding should reflect the brand's values and mission: Defining the brand's mission, values, and unique selling proposition is crucial in creating a strong and authentic brand. The brand should embody these core principles and effectively communicate them to the target audience.



  3. Cohesive visual identity is essential: Designing a cohesive visual identity, including a logo, typography, color palette, and supporting visual elements, helps create brand recognition and recall. Consistency across different brand touchpoints strengthens the brand's presence and helps establish a strong brand identity.



  4. Fostering a sense of community is a priority: The brand for the functional gym should not only represent a physical space but also convey a sense of community. Building relationships, organizing events, and creating opportunities for members to connect and engage with each other fosters a strong sense of belonging and loyalty to the brand.