Active Advantage Rebrand

Active Advantage needed a facelift to attract more trials and renewing members. An initial brand discovery session was held with all stakeholders (not included so not to disclose any proprietary information) and several themes were agreed upon: authenticity, fun, excitement, and trustworthiness. The overall goal was to set the branding and mood, not create a structured style guide - that would come later in the process.

During the research phase, the team agreed that the use of rounded buttons, sans serif fonts, and abstract shapes (especially circles) helped portray Advantage as friendly, approachable, and modern, so these were incorporated into all versions. The overall tone created by the colors, flourishes, sketches, and placement of imagery was the main focus of my exploration.

Finding the best photography to portray an active and authentic brand was a cornerstone of the project. We wanted to truly connect to those who would be joining the community by allowing them to see a bit of themselves reflected in the imagery. Less airbrushed, unrealistic fitness models and more real people.