BRAND STRATEGY | MISSION STATEMENT | LOGO | ART DIRECTION | BRAND COMMS

HeartBeat Fitness is a start-up fitness business tailored to improving and maintaining the health and wellbeing of the over 50’s.
I was engaged to first articulate the brand strategy and mission statement, followed by creating the logo and brand touch points.

The importance of the initial brand strategy dialogue was to understand the motivations of the brand, it’s values, purpose, tone of voice, and how this could
be solidified into a mission statement. Once these core elements of the brand were identified it was then possible to translate them into a visual language.

The logo design was based on the shape of a heart with linear elements which were inspired by the lines round a running track. I chose to have the words ‘heart’
and ‘fit’ in the coral colour as to highlight the benefit of regular exercise and assist in communicating a core element of the brand. Following this I created a distinct art direction and stationery suite along with other audience touch points.
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