PRIVATE HEALTH MANAGEMENT
Branding and website of private premium fitness club SAPIENS
SAPIENS is a private premium club, opening in November 2019. A unique place for St. Petersburg, where you can spend the whole day pleasantly: have breakfast - work out - work in the co-working center - have a massage - have a steam bath - have lunch. Ultimate cleanliness, modern design, 22 windows overlooking the river Neva, personal approach and high level of service. The uniqueness of the club is in the new complex approach to the management of one's body. PRIVATE HEALTH MANAGEMENT. By means of expert assessment of the current state of the body and an uncommon approach to training, the "service life" of the body is prolonged.
Brand Character, Beliefs and Values.
Solid, stable, committed, modern, strong, strong-willed character. As a leader he sets trends, is not afraid to stand out and knows his worth. Loves freedom of choice and freedom in general, with respect for others. Values himself, his health, friendship and treasures people.
Solid, stable, committed, modern, strong, strong-willed character. As a leader he sets trends, is not afraid to stand out and knows his worth. Loves freedom of choice and freedom in general, with respect for others. Values himself, his health, friendship and treasures people.
Emotional benefits of a brand.
Dignity.
Joy. "I came to the club in a bad mood, but here I forget everything."
Caring. "Like home."
Uniqueness. "I am here because this club is one of a kind. And I am who I am - I am accepted here by anyone, I don't have to pretend to be successful or needed. I'm relaxed and free."
Dignity.
Joy. "I came to the club in a bad mood, but here I forget everything."
Caring. "Like home."
Uniqueness. "I am here because this club is one of a kind. And I am who I am - I am accepted here by anyone, I don't have to pretend to be successful or needed. I'm relaxed and free."
Functional benefits of the brand.
Performance - thanks to the professionalism of the coaching staff.
Longevity. "I finally" found a club that has everything I was looking for."
Literacy - a good mix of programs for all tastes.
Integrity - everything in moderation: all types of services, cleanliness, good staff. Everything is well thought out and coherently done.
Performance - thanks to the professionalism of the coaching staff.
Longevity. "I finally" found a club that has everything I was looking for."
Literacy - a good mix of programs for all tastes.
Integrity - everything in moderation: all types of services, cleanliness, good staff. Everything is well thought out and coherently done.
мудборд образа бренда
Everything in SAPIENS CLUB is so intelligent and thoughtful that it looks - simple and comfortable. The logo is also based on an inscription in which the central letter i has changed its direction. Thanks to that there is a sense of movement and purposefulness. Simple art deco patterns become one of the elements of the identity.
The forward-facing "i" helps to succinctly brand any media, conveying the brand's smart and knowledgeable character.
BRAND CONSTANTS
Visual brand identity is a system that is not limited to a single logo. Only the use of all brand constants will make it possible to create a recognizable image of the brand, to reveal its style in every media.
Logo
The family crest of the brand, first defines the brand contact experience.
Typography
The word is the most important communication tool. To be read, it must be written.
Color
Sets the tone, adds emotion.
Photo Style
Visual images. People, space - how the viewer will see them.
Color is the most important brand identifier. Basic black is diluted with bursts of energetic terracotta. For a brand that is present in the space where people spend their time, the color scheme can match the color scheme of the interior.
Black is contrasting, accentual, zoning the space, highlighting the details, supporting any additional colors. details, will support any of the complementary colors. Black is a mysterious and elegant color, typical for brands in the premium category. Terrakot is the color of brick walls of a modern loft interior. The color of fired clay, warm and deep. Oak. A reliable, durable material. It doesn't have a complex contrasting texture, but its appearance gives status to any interior. Pine. Light and young, ecological and light. Inexpensive, but will add warmth to any functional interior. |
Avenir Next's signature font combined with the brand's Tone of Voice (intonation) will become a recognizable identity element when actively used in communication in advertising and interiors in the form of motivational lettering from the SAPIENS brand.
Even with a fairly minimalist style, it's easy to create a recognizable image with a unified approach to photo selection. When setting a task for the photographer, it is important to convey the image of the brand and not to give in to the temptation to photograph the staff too formally, in identical poses and against the same background, because each of them is an individual. And so are the guests of SAPIENS CLUB. There are three main styles of images for brand communication.
1. image emotional photos.
Subject: process, models (appropriate for the club's audience). The style depending on the direction can be energetic (for group classes, pool and gym area), contemplative (yoga, pilates and choreography), casual (working area, bar). Photos can be taken from unusual angles, with the effect of classic photographic film. Original, for example, backlighting.
Application: covers of direction pages, interior design, advertising.
Subject: process, models (appropriate for the club's audience). The style depending on the direction can be energetic (for group classes, pool and gym area), contemplative (yoga, pilates and choreography), casual (working area, bar). Photos can be taken from unusual angles, with the effect of classic photographic film. Original, for example, backlighting.
Application: covers of direction pages, interior design, advertising.
2. Reportage photos.
The subject is similar to image photos, but there is a difference: the style of photos is documentary. Photos are taken from human height, without distortions and special effects. Natural, preferably daylight.
Application: information about the club's programs.
The subject is similar to image photos, but there is a difference: the style of photos is documentary. Photos are taken from human height, without distortions and special effects. Natural, preferably daylight.
Application: information about the club's programs.
3. Staff.
The photo style for this category can be a bit ironic, trusting. Club experts are the people with whom the client will be in contact all the time of his stay in the club. It is better to promise that communication with them will be easy and pleasant.
Application: presentation of club experts, interior decoration.
The photo style for this category can be a bit ironic, trusting. Club experts are the people with whom the client will be in contact all the time of his stay in the club. It is better to promise that communication with them will be easy and pleasant.
Application: presentation of club experts, interior decoration.
The tasks of the site before the club opening: broadcasting the concept and pre-sale of club cards. Exactly cards, not season tickets, because SAPIENS is a closed club. Call to action with the collection form - at the end of each page.
Benefits of club membership and corporate visits - described in detail and collected on separate pages.
Benefits of club membership and corporate visits - described in detail and collected on separate pages.
For those who take a sensible approach not only to health, but also to budget, the membership fee allows you to collect a personal set of club options. With the help of the season ticket builder right on the website you can calculate the cost of attending only the programs you need.
