Cognitive, strategic and practical process
To develop the inspartum Academy brand identity I facilitated a brand strategy workshop and a brand naming process together with the client. I helped with the art direction and created the visual identity. I designed the corporate stationery, marketing materials and their online presence. The whole process was also a process of educating and giving clarity about the function of the brand and its elements. Through exploratory research we mapped out the brands competition and it`s target groups and created the building blocks for a Brand DNA. We defined brand goals, brand objectives, a brand vision, a brand mission and the brands core values.
Mission statement: Generate a further quality boost within Norwegian group training.
Values: Commitment • Creativity • Knowledge • Joy
Personality (tone of voice): Creative • Humble • Genuine • Quality conscious • Engaging / Inspiring
Vision: Inspire to create a better public health and a more smiling Norway.
Target groups: Three groups with a common interest in the joy of movement and enthusiasm of physical and mental exercise. These are people who want to become group training instructors.
1. Inexperienced instructor: People who want to take the step to become group training instructors. There are often young people (about 18-35) who see themselves in a social future with activity.
2. Experienced instructor: "Scenic"- and outgoing people who want to see new perspectives, refresh their knowledge, or further develop their already incorporated ideas. It can be group instructors, personal trainers, group coordinators or fitness leaders with a desire to gain additional expertise.
3. Participant: People who do not necessarily want to be instructors, but who want to start training and have a desire to be trained. They look for great, social, fun and inspiring "feel-good experiences".
While working on the brand strategy we also conducted a brand naming process. A genuine name to tie in with the overall strategy was key. The name inspartum comes from "ins" in “inspiring” and the Latin word "partum" which means "to bring forth". The name was an early suggestion and had allready been tested on some of the participants.
The Fibonacci sequence and the amazing power of the upward spiral
There is a precise mathematical structure in the universe and everything in it. The Fibonacci sequence and the golden section inspired the logo-development. Are you on the upward spiral? Keep going! Get support from others in the inspartum-circle. Make one small change at a time, help yourself feel better and better, work on your habit and mindfulness skills, and you’ll only get better at this over time.
Inspartum's logo-symbol is made up of an organic spiral placed in a unique 9-edge circle. (9 letters in the name of inspartum). The circle represents the people and the different aspects making the academy possible. The spiral represents the vision; to inspire to create a better public health and a more smiling Norway. The logotype has a humble and human appearance with associations to hands-on creativity (the typewriter) but also quality and academia. The logo gives associations to the values of the brand; commitment, creativity, competence and joy.
We analyzed, refined and structured the insights into a brand booklet. We tested and finalized the logo and the overall visual identity. We created guidelines for use, defined the use of colour, typography and imagery. This is for anyone involved to have a common understanding of the brand identity and its elements. This is the base of where all communication of the inspartum brand should derive from. You can download and see the Brand Booklet here.
You can follow inspartum here:
Logo-animation for social media.
The solution was a visual language containing a flexible typeface to be used in different formats and devices, an energetic colour scheme and an engaging and joyful photo manner.
You can download and see the Brand Booklet here.