Exercise was acquired by a large fitness company in the US. Their strategic approach changed from being an e-commerce seller to a brand that delivers content and solutions for fitness and wellbeing.
As the brand was already well known within the UK, I approached this re-brand with caution. Seeing it as an evolution, with a modernised and adaptable logo and colour palette.
I worked through multiple 'sketch & refine' stages with the goal of developing the perfect icon to accompany the logotype. The client wanted a mark that would be identifiable as theirs, to give them a sense of pride and ownership of their brand. From a practical standpoint, we agreed that an icon of some form would be needed to further establish the brand across social media and smaller digital applications.
I explored the development of all the icons but came to a choice of two when presenting to the client. The iconic running person was chosen and this was further refined into the final icon.
With the logo completed and approved by the client, I moved onto extending the brand by designing a complete e-commerce icon set, conceptualising products and developing a style guide for the new identity.
The icon set comes from the logos 'cuts', seen within the 'e' of the logotype and the running person. This was applied where possible throughout the entire icon set.
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