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Free2Be Wellness


We were delighted with the results of Free2Be Wellness’s new identity. To give you the full story, here’s a behind-the-brand look at the complete process of how the brand was envisioned.




ONE (1) | DISCOVERY


Since clients know their business best, they have a valuable role to play in the design process. The initial step includes the completion of a discovery consultation questionnaire, so we can get to know the business inside and out, before beginning the strategy and design development.

Free2Be Wellness Inc., reached out, recognizing the need for a professional image and strategy before launching a multi-disciplinary, wellness centre that couples personal training with spa-like rehabilitation practices. They wanted to step out with a tailored brand identity to secure their targeted clients and make a profound mark in their industry.


TWO (2) | DEVISE


Our branding approach is built by combining strategy + creativity. We listen first and then learn what makes our clients idiomatic, diving deeply into their industry, and studying the challenges and nuances of how companies in their sector grow. We learn about their competition and research what makes them ambitious and how we can build a strategy that stands out. In the end, we use all this information to curate and carefully blend together our client's strengths and what makes their business unique.

Next, we create a written brand strategy to define how we communicate the proposed vision. This forms the creative brief and guidelines to refer to when the concept design begins.


Together with our industry and competition research, these words informed the strategy for the new Free2Be Wellness brand.


  • Calm

  • Strong

  • Confident

  • Fierce

  • Free


Next, the mood board and colour palette (shown below) were curated to visually convey the feeling described in the brand strategy. The mood board sets the tone of the proposed brand identity and very importantly, ensures our thoughts run parallel with our client. We must be in agreement on visual direction before proceeding to the concept stage.





The Find Your Power philosophy facilitates the rediscovery and balance of personal inner and exterior strength and health by achieving total well-being for the brand’s target market of women, caregivers and youth, who yearn to build confidence, regain the freedom to be their true, authentic selves and seek acceptance in a judgement-free safe space.

Free2Be Wellness was born with the intention of finding one’s internal power and brings together the founder’s unique combination of academic knowledge, experiential wisdom and lived experiences to build relatable relationships, created through camaraderie and instilling trust. The motivation supports each individual’s journey to wellness through connecting mind and passions, head and heart, to live every day with purposeful physical energy and a renewed sense of self.

Free2Be Wellness aims to optimize wellbeing through a tailored combination of fitness and rejuvenation practices, targeted to reset, restore and reignite the mind, body and soul. Free2Be Wellness wants you to feel empowered to change your current status with a distinctive and illuminating total-self shakeup that provides an accountable experience to reclaim your spark.

The overall style direction places an emphasis on complementary tones, and geometric shapes and thrives on a strong, upbeat aesthetic that is both supportive and transformative.

Symbols are extremely important to the effective entrenchment of a brand. Each represents a business' personality and contributes to brand recognition. The brand’s name is arguably its most powerful symbol.

Free2Be is an apropos moniker for this exclusive wellness centre, whose primary goal is to create a community of empowerment and a place for people to rediscover who they are through fitness and rejuvenation. The term ‘Free2Be’ is a perfect state of nature in which the act of practicing healthy habits on a daily basis to attain better physical and mental health outcomes so that instead of just surviving, we are all thriving. The brand’s goal is to create a space where social connectedness, exercise, nutrition, and mindfulness are nurtured and explored to start a journey to good health. The number ‘2’ in the name specifically symbolizes the merriment of both physical fitness with spa-like rehabilitation sessions to achieve total well-being.

In this largely untapped niche market, we look to implement tailored language like; 'Find Your Power' or 'Rediscover Your Power’ with the use of adjectives; 'Reset', 'Restore' and ‘Reignite,’ to educate and illustrate the Free2Be Wellness brand ethos. These words could evolve into taglines, such as ‘Reset Your Mind’, ‘Restore Your Body’, and ‘Reignite Your Soul’. The vision is to use this trinity of transformative narratives, as mini-mission statements to further develop the identity of the brand’s life-changing mission. e Find Your Power philosophy facilitates the rediscovery and balance of personal inner and exterior strength and health by achieving total well-being for the brand’s target market of women, caregivers and youth, who yearn to build confidence, regain the freedom to be their true, authentic selves and seek acceptance in a judgement-free safe space.

Free2Be Wellness was born with the intention of finding one’s internal power and brings together the founder’s unique combination of academic knowledge, experiential wisdom and lived experiences to build relatable relationships, created through camaraderie and instilling trust. The motivation supports each individual’s journey to wellness through connecting mind and passions, head and heart, to live every day with purposeful physical energy and a renewed sense of self.

Free2Be Wellness aims to optimize wellbeing through a tailored combination of fitness and rejuvenation practices, targeted to reset, restore and reignite the mind, body and soul. Free2Be Wellness wants you to feel empowered to change your current status with a distinctive and illuminating total-self shakeup that provides an accountable experience to reclaim your spark.

The overall style direction places an emphasis on complementary tones, and geometric shapes and thrives on a strong, upbeat aesthetic that is both supportive and transformative.

Symbols are extremely important to the effective entrenchment of a brand. Each represents a business' personality and contributes to brand recognition. The brand’s name is arguably its most powerful symbol.

Free2Be is an apropos moniker for this exclusive wellness centre, whose primary goal is to create a community of empowerment and a place for people to rediscover who they are through fitness and rejuvenation. The term ‘Free2Be’ is a perfect state of nature in which the act of practicing healthy habits on a daily basis to attain better physical and mental health outcomes so that instead of just surviving, we are all thriving. The brand’s goal is to create a space where social connectedness, exercise, nutrition, and mindfulness are nurtured and explored to start a journey to good health. The number ‘2’ in the name specifically symbolizes the merriment of both physical fitness with spa-like rehabilitation sessions to achieve total well-being.

In this largely untapped niche market, we look to implement tailored language like; 'Find Your Power' or 'Rediscover Your Power’ with the use of adjectives; 'Reset', 'Restore' and ‘Reignite,’ to educate and illustrate the Free2Be Wellness brand ethos. These words could evolve into taglines, such as ‘Reset Your Mind’, ‘Restore Your Body’, and ‘Reignite Your Soul’. The vision is to use this trinity of transformative narratives, as mini-mission statements to further develop the identity of the brand’s life-changing mission.


Colour Theory is a set of rules that combines creativity and science and as such is a powerful business branding tool that can transform an identity into an emotional experience by instantly stimulating desire, instilling trust and making a connection with its market’s soul.

The proposed palette was a harmonious complementary mix of blues; Midnight, Aqua, Mist and Orange with hints of Grey. The predominantly cool tones are meant to blend with the warmth of Free2Be Wellness’ powerful essence. The colours denote a reset, restore and reignite vibe with an underlying boost of fierce energy, encouraging strength and confidence, all central to the brand’s motivations.

Midnight Blue is calm and credible with an air of dependability. It represents freedom, inspiration and reliability, all the characteristics of the brand’s ethos. As the shade of the sea and the sky, blue is thought to induce and convey serenity and peace. Psychologically, it provides perspective, opening energy flows to release stress and help internalize new ideas and personal transformations. It instills confidence and inspires feelings of stability and strength; both integral attributes of Free2Be Wellness.

Fiery Orange grabs attention and leaves a lasting impression, especially when accented with cool blues. It combines the energy of red and the joyful positivity of yellow. Associated with innovation, freedom, success and new ideas, orange is Free2Be Wellness’ fierce action colour, delivering enthusiasm and promise. It stimulates the mind, displaying a bold, optimistic and confident brand. Orange also has the ability to keep up motivation, by helping us to look at the brighter side of life and build something beautiful and bigger than ourselves. Orange is intuitive and insightful, showing tenderness and kindness with compassion and sensitivity. A sign of hope, it is a positive colour inspiring warm, comforting feelings while supporting change, showing Free2Be Wellness’ as a brand that values past experiences as learnings to embrace future growth.

Aqua is a blend of blue and green in both actuality and colour psychology. It represents a fresh and calming brand, one that is compassionate by promoting healing and leads to inner growth. Essentially, aqua is harmony based on authenticity and a hue of restfulness and mental and spiritual balance. The understated elegance of aqua portrays Free2Be Wellness’ as a brand that encourages a reflective mood by communicating compassion with feminine sophistication.

Mist is a light blue that is associated with health, understanding, and softness. It has positive effects on the mind and the body, by representing rest and can cause the body to produce chemicals that are calming and release feelings of tranquillity. Mist is cooling in nature and helps with balance and self-expression.

Grey, rounds out the colour story, as a modern neutral, timeless with an air of sophistication. Perceived as sleek and refined, it carries immense authority. Grey encourages better communication and confidence in articulation while being described as responsible, patient and determined. It pairs well and complements other more bold colours - balancing the brand palette.


Shapes also play an important role in the development of an identity. It's often the most innovative approaches that happen in the background that gives a brand its deeper, layered meaning.

Triangles suggest excitement and growth, inspiring improvement and focus. The inclusion of this shape, represents the metaphysical union of body, mind and soul, directly linking to the brand’s goal of reigniting one’s power physically, mentally, and spiritually. Triangles and Free2Be Wellness together symbolize balance, and harmony and represent action. The circle was included to portray a feminine essence, projecting positive, comforting and united energy. Finally, the inclusion of squares and rectangles, represents the brand’s trustworthiness and order, through the idea that one’s wellness journey is a series of building blocks that is unique in its nature. Since balance and support are central to Free2Be Wellness’ brand adjectives, this makes the shape an ideal fit. In addition, the use of round edges represents the brand's dedication to betterment, rather than perfection and the unity with mindfulness that has spearheaded the Free2Be ethos.


Typography also impacts the development of a brand’s identity, similarly to colour and shape theory.

The mix of sans serif fonts in various weights connects to the modern aesthetic and imparts notions of openness, professionalism and action with the italicized lettering. The addition of a flowing handwritten script as an accent, adds a warm, organic female touch that achieves an authentic and versatile personal feel.



THREE (3) | DESIGN


After defining the visual brand direction, it was time to begin developing the logo concepts – our favourite part of the process! Our strengths lie in creating brand identities that translate our clients’ vision and bring their message to life in a visual way.

The greatest challenge of creating a brand identity is incorporating several aspects into the design while still keeping it simple.

We had several considerations in mind during this stage, including:

  • Keeping the design versatile and functional

  • Developing a multi-layered strategy, deeply interwoven with symbolism in order to connect with its audience on a deeper level

  • Tailoring the appeal to garner access, support and build a fierce tribe to foster a like-minded community of engaged individuals

As always we start by using pencil and paper to brainstorm visual ideas. From there the ideas with the most potential are refined. Since design is subjective, we provide clients with a choice, by presenting two (2) different concepts that we confidently believe answer the directive.

However, an identity is more than just a logo; it’s a complete visual system that should add depth and personality to the brand. This structure gives our clients the confidence to implement and grow.

As part of the concept presentation, we also deliver a brand storyboard that includes the other design elements needed to develop the visual identity — secondary logo, submark, colour palette, typography, patterns and social signatures. In addition, digital in-use renderings are illustrated to showcase how each concept could appear in real-life applications.

For both concepts, the subjective elements have been extracted to showcase the systematic approach used to create the logomark, with the aim to connect with the audience on a deeper level.



CONCEPT 1 - The Balanced Block Wordmark


This design represents Free2Be Wellness’ trustworthiness and order, through the idea that one’s wellness journey is a series of building blocks that is unique in nature. In the primary logo, the idea of strength and balance is illustrated by the purposeful typographical stacking of 2BE. The 2BE is in orange to denote a bold, optimistic and confident brand that inspires warm, comforting feelings while supporting change. The rounded edges of the primary typeface represent a dedication to betterment, rather than perfection, and the unity with mindfulness that has spearheaded the Free2Be ethos. The inclusion of the flowing handwritten script gives a sense of the personal relationship between the brand and its audience, evoking feelings of authenticity. The different stacking combinations of the Free2Be letters seen throughout the concept further depict the distinctive journey of each individual. In the variation mark, the slight offset of the words, “Free” and “2BE” are meant to symbolize that one’s pathway to a healthy existence is not always linear. The idea of connection is illustrated by the purposeful juxtaposition of the last “E” in FREE with the number “2” coming together. The overall palette denotes a reset, restore and reignite vibe with an underlying boost of fierce energy, encouraging strength and confidence, all central to the brand’s motivations.




CONCEPT 2 - The Fiercely Fit Wordmark


This design uses triangles to represent the metaphysical union of body, mind and soul, directly linking to Free2Be Wellness’ goal of finding one’s power; physically, mentally, and spiritually. The triangle also symbolizes harmony and represents balance through the brand’s mission of inspiring improvement and focus. In the primary logo, the mix of sans serif typography in various weights connects to the modern aesthetic and imparts notions of openness and professionalism, while the italicized letters “Free” and number “2” denote action. The 2Be set in orange is meant to keep up motivation, by helping us to look at the brighter side of life and build something beautiful and bigger than ourselves. The hue is intuitive and insightful, showing tenderness and kindness with compassion and sensitivity. The addition of a flowing handwritten script as an accent, adds a warm, organic female touch that achieves an authentic and versatile personal feel for the Free2Be Wellness brand. In addition, the circular brand mark portrays a feminine essence, while the extended ligatures in some of the brand elements symbolize Free2Be Wellness’ socially connected community. The warm-cool colour palette provides a balanced feeling of comfort with action and a sense of energy with calm, all central to the brand’s motivations.




Both concepts were meaningful branding options. After some deliberation, the team adored both choices, however, ultimately chose Concept 1 - the Balanced Block Wordmark.

FOUR (4) | DEVELOP


Next, we built out the content and digital required. To put it simply, this is the process of designing all the other items that will be needed to communicate and launch the brand identity.


For this new identity we created the following collateral:


  • Coming Soon! Website Landing Page

  • SEO Strategy

  • Copywriting

  • Branded Photography

  • Ecommerce Website

  • Social Media Strategy

  • Email Newsletter

  • Business Cards

  • Promotional Postcards

  • Interior and Exterior Signage

  • Branded Apparel and Swag








FIVE (5) | DELIVER


Altogether, this process took 6 months. The client brand launch package always includes a plethora of logo files for both print and web use; including all the brand elements, colour palette, patterns and typography (font files).

Thanks to the brand style guide, The Free2Be Wellness team understands how to implement the new brand identity going forward. We also provide a step-by-step web tutorial to assist clients with making simple updates whenever needed.


For all our brand identity clients, we offer ongoing design services to ensure that future projects align with the new branding.


 

THE TAKEAWAY When you invest in your brand, you're building a level of confidence within yourself, your business and your clients.

Don’t just take our word for it. See what Free2Be Wellness had to say:


"Oh my goodness Jessica…each time you present something, I am reminded of how grateful I am to be working with you (and your team)!"

-- Buket Necip, Owner - Free2Be Wellness Inc.


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