Consulting + branding for health & wellness brand

Summary

Industry Aligned is the go to modality for helping working professionals in the beauty industry build their strength and resilience to the pains and aches that comes with standing on your feet all day while making people look good. Voosh was tasked with building a brand identity, logo, consult on marketing tactics, and is currently building an e-commerce site where customers can purchase exercise plans.

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Discovery Session

We begin with getting to know you and your customer. This leads us to create two customer personas. One is your current ideal customer, the second is your asspirational customer. The better we understand who it is that you’re trying to reach the more effectivly we can communicate with them.

After conducting an initial discovery session with the founders, we reviewed adjectives and descriptors that we wanted associated with the brand.

Furthermore we looked at adjacent brands that Industry Aligned customers also purchases: Peloton, LaCroix, Skinny Girl, Mercedez Benz, Starbucks, Lululemon, Chick-fil-A, Magnolia Homes, Target, Nike, and more. Looking at these brands gave us more insight into the characteristics that we believed would resinate with Industry Aligned customers. These adjectives dictated logo style and concept, color palette, copy tone, and imagery.

• Energy/Stamina
• Body Image
• Movement
• Strong / Strength
• Zesty
• Inviting
• Feminine

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Customer Insights‍

After interviewing the founders and our focus group of early customers and discovered two customer personas, the business woman who fits the profile of a working mother who juggles many responsabilities, leaving little time for taking care of herself and the pop-culture girl who is young and vibrant but her youthful lifestyle means she requires more motivation and education to take her personal health seriously.

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What gym does she go to? Lifetime?‍

"They don't go to the gym. They go to pilates, spin cycle classes, and do group fitness."

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What car does she drive?

"Nothing sticks out to me, but she likes to spend big."

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Do they do yoga?

"Yes!!!"

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Where does she spend her spare time?‍

"The business woman like to go to lounges vs bars. The Green Mill!"
"The pop culture girl goes to clubs like Excalibur."

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What’s her personality like?‍

"Both are outspoken and opinionated. Confident. They like to look that part too."

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Additional Notes

• They like everyting to be pretty.
• Women are 85% of the industry.
• They have children.

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Logo Story

Voosh worked on three logo concepts and landed on the diamond shape which combines strength and femininity with the most common pain areas (the trapezius muscle) in the shape of the companies initials.

Logo Scale

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Identity Development

Here's where it all comes together. We take everything that we've learned about you and your customer. Iterate a few different direction and short list them with you and your test group of early stage customers. For industry aligned the response was overwhelmingly in favor of our brightest and most feminine version.

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