Identity Change

Starting Point

Starting Creative:

Project Phase: Planning


Clienty has decided to change their company name due to potential customer perceptions that the name limits the service to athletes. In order to make the company name have a more universal demographic the client has requested to change the company name.

The client has expressed that they are very happy with how universal the current logo is and that they wish to carry it across to the new company name.

In order to complete this transition successfully, With the removal of "Sports" from the company name, I have recommended once again that we move away from any high-contrast branding like what is currently being used on the business card.

Suggested Creative

The New Identity

Brand Direction:

Project Phase: Production


The client has agreed with the recommendation to drop the high contrast visuals from the colour palette for a more neutral look in order to better associate the brand with health and therapy.

Other Brand Items