Core Health & Fitness Brand Identity

Creative Direction & Copy Writing

I joined the marketing team at Core in the midst of growth and development. The department was working hard to earn a seat at the table, to prove on a global level that marketing efforts could improve and drive sales initiatives while expanding a loyal brand following. Having assembled a strong product portfolio, it was time to develop a strategic and cohesive presence worldwide.

Goals included:

Developing a clear Brand Strategy
Creating company wide engagement so every department knows how they contribute to awareness with consistency in brand standards
Provide a resource that explains brand position, competitor landscape, buyer personas and more.
Establishing a distinct voice and personality for each brand that aligned with identified personas
Developing a strategic approach to incorporate education programing as a product line
Mood board development to create a clear visual direction for each brand

With five brands housed under the Core Health & Fitness umbrella it was important to develop a series of lock ups that could be used for environmental design within global offices and trade show and events spaces.

From the start personas were well established for each brand but a consistent voice and personality needed to be established to be sure we were reaching those personas with our messaging. I updated Core’s boilerplate to more accurately represent the company and created boilerplates for each brand to help distinguish them from each other. Further fleshing out the voice and developing the personality for Core, all five brands and our education programming was a unique challenge that I accomplished by reviewing already established brand research, studying the market and competition.

Having a san serif font with a large family was important to be sure we could keep complicated designs clean while also having a variety in typography. Helvetica was an obvious choice with the support the serif font Garamond to be used in minimal but impactful ways.

Color was an interesting challenge with five established brands whose colors were Red, Purple and Blue. These look fine together as the minimal brandmark when locked up with Core but trying to create corporate materials was a challenge. The decision was made to create bold, simple color palette for Core’s corporate identity while knocking the logo lockups to all white or wordmarks, removing the brandmark.

Mood boards have been an international favorite. Our global team was thrilled to see a visual representation for our corporate and brand identities. It helped break down language barriers and create a solid understanding of what was expected when creating content.

Creating content for social media has become easier with a clear set of guides for the five brands. With a small team doing a lot of work, having a well established branding guidelines book has made decision making easier and more efficient.

You can view the complete branding guidelines booklet here.

Brainstorming & Research

Logos

before & after

Boilerplate, Voice and Personality (Core)

MESSAGE (boiler plate): Core Health & Fitness is more than gym equipment, we offer innovative solutions for all your facility needs. This is why we’ve brought together five of the most recognizable fitness brands to ensure our customers can offer their members authentic fitness experiences. Whether working with us directly or through our partners and distributors world- wide, we provide the highest quality equipment backed by a service and support team that will always go the extra mile to get you what you need, when you need it. Partner with us and see how our Core Values motivate our every decision.
VOICE: Informative. Empowering. Influential. Core’s voice speaks to the owners and operators of the gyms, facilities and studios that work hard every day to make fitness accessible to all. It’s personable and friendly but a clear authority in all things fitness.
PERSONALITY: Professional. Approachable. Cutting Edge. Core’s personality is driven toward innovation, quality and accessibility.
TAGLINE: Respect the Workout
HASHTAGS: #RespecttheWorkout #CoreHealthandFitness