The Client.
A personal fitness & wellness coach contacted me in hopes to create a new brand and website for her budding business ‘Lioness Living’. After discussing her vision for the brand & deciding on her industry values, we set some short & longterm goals for her business. This was the branding and marketing strategy I came up with for the client.
Market Position
-
Women aged 20-60, mobile but beginner level. Someone needing a little help to get motivated to reach their fitness and wellness goals, and wanting to kickstart their change in lifestyle.
-
Mid-range pricing, allowing services to be accessible to most. Women of all backgrounds, experiences and fitness levels.
-
To help customers discover their true potential in health and wellness, with a promise to inspire and ignite.
Brand Values
-
Authenticity.
-
Equality.
-
Community.
-
Creativity.
Branding Aesthetics
-
![]()
Colour Palette
After speaking with the client, she was clear of the colours she wanted for the brand. Naturalistic orange and yellow tones to reflect a lioness and its habitat. These colours also have connotations of warmth, energy, and feeling fierce, which reflects the brand’s values.
-
![]()
Typeface
I decided on ‘Lovera’, a curved and feminine, yet bold style, with strong readability. I found this matched the shapes of the logo well, and represented the target audience effectively.
-
![]()
Raw Logo
When creating the logo, including a lioness image was essential, but I wanted to creatively intertwine this with the idea of growth and improvement to represent the business values and goals: helping others blossom into their best selves. So this sparked the idea of the half face merged with the growing leaf.
Final Logo
The final logo incorporated the shapes and design of the first logo, however holds a gold plated look to create an embellished, 3D look adding professionalism. The gold also has connotations of courage, prosperity, and value, which are qualities the client wishes to help her customers find within themselves. The idea of finding the gold within you, reaching your best self.
Brand Launch Campaign
What is Wellness to you?
The first campaign would be to gain a space at a stall within a local festival such as the Bournemouth Air Show, with a high volume of people, and ask those who would be happy to be filmed to answer the question “What is Wellness to you”. This get’s the audience involved, encourages them to think about their wellness levels, and brings attention to the stall. It also creates sharable and relatable content for social platforms to reach a wider digital audience.