The client approached Aella Creative Force with the goal of creating a brand identity that would stand out in the competitive fitness app market. They needed a visual system that could translate across various platforms—from the app to marketing collateral, merchandise, and digital presence.
Case Study |
Active Book | Fitness App
Client
ActiveBook
Industry
Fitness & Health
Service
Branding, Logo Design, Visual Identity, Marketing Materials
Timeline
4 months
Active Book | Fitness App
Project Goals
Creating a Memorable Brand in a Crowded Market
ActiveBook needed a brand identity that not only communicated the app’s core values of empowerment and progress but also resonated with users on a personal level. The branding had to be versatile enough to be recognizable on mobile, wearable merchandise, and large outdoor campaigns, while remaining simple, bold, and modern.
01
Discovery & Research
Understanding the Market
Our process began with an in-depth discovery phase, where we analyzed ActiveBook’s target market and key competitors. We identified that simplicity, personalization, and empowerment would be the defining attributes to set ActiveBook apart in the crowded fitness app landscape. Through market research, we gained insights into user behavior, preferences, and fitness goals, ensuring that the brand would inspire commitment and provide the support users need throughout their fitness journey.
Defining Brand Attributes
From this research, it became clear that ActiveBook needed to feel accessible and empowering to a broad audience. Our goal was to create a brand that users could trust and connect with on a personal level, allowing them to feel motivated and supported in their fitness goals, regardless of their starting point.
02
Brand Identity Development
Designing the Logo
The ActiveBook logo was crafted by combining the letters “A” and “B,” representing the two words of the app’s name. The heart symbolizes passion and love for fitness, while the house represents a personal space where users can focus on their fitness journey, whether at home or outside. The clever integration of these elements results in a logo that is both meaningful and visually distinctive, making ActiveBook stand out in the fitness industry.
Color & Typography
The vibrant color palette, featuring energetic reds, dark blue and blacks, was chosen to evoke feelings of motivation and drive. The bold, modern typography ensures legibility across various platforms, from mobile to print, and gives the brand a sleek, contemporary look that resonates with its target audience.
03
Expanding the Visual System
Versatility Across Applications
We extended the brand’s visual identity beyond the logo, ensuring it worked cohesively across multiple applications. From the mobile app interface to billboard designs and merchandise like hoodies and cups, the brand maintains a strong and unified presence. The visual system we created is adaptable yet consistent, offering flexibility while staying true to the brand’s core values.
Tagline Development
In addition to the visual elements, we developed the tagline: “Your Fitness Journey, Written Daily”. This encapsulates the app’s purpose of daily fitness tracking and personalized progress, reinforcing the brand’s commitment to helping users take ownership of their fitness journey.
04
The Solution
Logo & Visual Identity
We delivered a clean, modern logo and visual identity that instantly communicates ActiveBook’s mission. The “B” and “A” icon combined with the heart symbol offers a unique take on fitness branding, moving away from typical gym-related imagery towards something more personal and user-focused.
Marketing Collateral
Our team also created a suite of marketing materials including digital ads, social media templates, and physical merchandise designs (cups, hoodies, etc.). The materials are designed to keep users engaged and excited about their fitness journey.
Mobile & Web Presence
The branding extended to ActiveBook’s mobile app and web platforms. We ensured the brand’s presence was seamless on all digital channels, keeping the user experience at the forefront with consistent color schemes, typography, and design elements.
The new brand identity for ActiveBook has been well-received by both the client and users, leading to increased brand recognition and a distinctive presence in the competitive fitness app market. The bold visual identity and cohesive design elements have successfully helped ActiveBook stand out, while the vibrant and energetic branding continues to keep users engaged and motivated, improving user retention. Furthermore, the brand’s scalability has been demonstrated through its seamless adaptation across digital platforms, merchandise, and large-scale marketing campaigns, ensuring consistency and impact at every touchpoint.
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Working with Aella Creative Force was an absolute pleasure. They understood our vision from the start and brought it to life with a brand that truly reflects our mission. The bold design and versatile logo have really helped us stand out in the market.
John Doe Digital Manager