BRAND GUIDE
Handcrafted by“Your brand is the conversa2on and impression others have of your name, reputa2on and culture”
“Your brand is the conversa2on and impression others have of your name, reputa2on and culture”
Please read through the document to help us maintain the level of quality we wish to present to our stakeholders. This will help us achieve our goal of being approachable, fun and strong to everyone who interacts with us.
We are excited to share our brand with you, and we will provide ongoing updates as we develop further guidelines.
*This is a private and confidential document and not to be shared without written permission.
“If you’re reading this document you are likely creating something inspiring for our company.
You are so valued and we want to personally welcome you to this document, our company and being a part of it. Our hope is to encourage you to help us create an authentic brand uniquely inspiring our clients and audience.
We cannot do it without your attention to detail, creative thinking and breakthroughs ideas. This is the ideal environment to showcase your skills.
Our aim is to make the experience working with us inviting, exciting and exceptional.
Together we are going to re-define what a modern Vertica is.”
INTRODUCTION BACKGROUND
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE COLOURS
The most exci2ng new fitness franchise that is about to become the next category disrupter in tness
Originally, we were known as Pole Fitness USA.
Our goal was to revolutionize the industry by removing the stigma associated with pole dancing and introducing the sport to a wider audience. We envisioned "vertical fitness" as a path to making pole dancing a recognized sport in the Olympics.
Our new name, Vertica, reflects the evolution of our brand and our mission to help people go vertical in their lives and fitness.
Spinning soon to a city near you.
Cheeky yet approachable
To be the global community uniquely connecting everybody who needs an empowering space to defy gravity.
To build one of the most desirable franchise brands, growing strong to over 1,500 studios around the world, establishing vertical fitness as a globally respected sport led by us.
The foundation of the studio aimed at getting buff and bootylicious for prime time.
Vertica Flex: Stretch classes to help you improve flexibility
V-Fit Max: 45 mins of conditioning incorporating the pole.
No joke the new addictive get it on class.
The talk of the town over lunch and the best kept secret in fitness. Shh this might be your next obsession.
Flirty Fitness: Cardio dance party in heels with easy to follow choreography done with the pole.
V-ography: Spend the class learning sensual choreography that incorporates spins and flow around the pole.
Careful you many binge and dance yourself into your next obsession you can feel guiltless about.
Defy gravity, get a grip and take your skills to the next level. Fly classes are leveled pole classes that take participants from the most basic fundamentals like walking around the pole to elite levels that include advanced spins and tricks. Discover your strength as you learn how to FLY.
INTRODUCTION BACKGROUND
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE COLOURS
Values are the foundation of our brand. They guide our culture, operations, and business focus. They represent what we stand for and what we promise to deliver.
Our core values describe our beliefs and how we behave. They are our principles and beliefs and serve as standards for conduct, even and especially when things get difficult.
Vertica creates a sense of belonging through our open, non-judgmental studios and inclusive community.
Vertica’s aim is to be beautiful in everything we do and to make every body feel beautiful in every interaction.
We believe it’s paramount to ensure every body feels the support that they can go vertical.
• Every body is beautiful: Each person is born with their own unique beauty. Come as you are. There is no need to hide. Your worth is not based on your weight. Your body is beautiful exactly as it is.
• Every body belongs: We celebrate our differences. We believe the world should be a safe place for all people regardless of their race, gender, orientation, age and abilities.
• Every body can go vertical: Every body has unlimited potential. We believe in working hard, having fun and always striving to be our best. We empower people to dream, big give it all they've got and break through their limiting beliefs.
“We stand for being accessible and inclusive, so that dent and have tness environment. We are committed to self-
INTRODUCTION BACKGROUND
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
The powerful narrative and vibrant presentation layer that brings the brand to life.
Defines the unique point of difference and creates a distinctly different place in our audience’s mind.
The distinctive makeup of brand purpose, the essential messaging that ensures clear congruency of the brand.
The core is the owner, culture and any past history of the brand. Highlighting or pivoting to create the epicentre of your groundswell.
The core is the owner, culture and any past history of the brand. Highlighting or pivoting to create the epicentre of your groundswell.
To provide an inclusive environment to have fun getting fit and transform people to go vertical in mind, body and spirit.
The distinctive makeup of brand purpose, the essential messaging that ensures clear congruency of the brand.
To build a world-class global franchise that revolutionizes fitness experiences creating a new category in athletics that is recognized as a challenging and honourable sport.
Defines the unique point of difference and creates a distinctly different place in our audiences mind.
Inspiring and approachable with fierce yet measured messaging aimed at revolutionizing the perception of vertical fitness unapologetically.
The powerful narrative and vibrant presentation layer that brings the brand to life
Bold, sporty & beautiful aiming to elevate our community with any body type in a flattering, honest and unapologetic way.
Bringing a hint of flirt with a whole lotta fit.
Innovating to become the most exciting new fitness brand
Helping others go vertical in their mind, body and spirit
Mentoring and helping our franchise owners become successful
INTRODUCTION BACKGROUND
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE COLOURS
Vertica Ver-ti-Ka (noun) to become better (verb) the ascension of going vertical
Vertical Fitness = Pole Dancing + Workout + Sport + Mindset + Mission
Vertical + Fitness = Vertica
Katrina Wyckoff is THE leader in the pole fitness industry. As an athlete on TEAM USA she won the National Championship, competed at several WORLD CHAMPIONSHIPS and presented pole sport to the Olympic Committee as a delegate to the World Games.
As President of the US Pole Sports Federation, Katrina is currently leading the charge to Olympic recognition for the sport. Katrina has been running pole studios since 2014 and has two successful studios. She is a sought-after mentor within the pole industry and known for her keen business mind, unmatched dedication, and inspiring vision.
THE ORIGINAL transformational vertical fitness & mindset training experience franchise.
This is about to turn heads and be talked about as THE NEXT thing in fitness.
The Vertica brand is reclaiming pole fitness as a true athletic sport aimed at progression.
“Going vertical” is the journey of becoming more every day for every body.
Founded and created by National Champion pole fitness entrepreneur Katrina Wyckoff based on years of building a proven successful business model that transforms her students.
Because of this desire to share her gift to help others have fun while getting fit and even progressing into some of the top athletes in the world, she set out to create something that impacted personal body image and was accessible to any body.
Her vision is to make this a global brand. This is vertica.
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
Strategically integrating the unique combined personas “audience” with our products/services and unique offerings is at the core of this process.
Using the Motivation=Perceived value - Perceived costs and detailing the DNA roots of the motivation to gain a clearer understanding of the underpinnings of how we connect with our audience.
Harmonizing the Unique Point of Difference with the Framework to provide clarifying language for exponential growth impact potential.
FORMULA PILARS
UNIQUE POINT OF DIFFERENCE
MOTIVATION DNA SUMMARY
Your value proposition is a cost vs. benefits formula that is evaluated subconsciously and automatically in your prospect’s mind when they encounter your marketing touchpoint.
Think of it as an equation, balancing the perceived benefits and perceived cost of transacting with your brand.
ENERGETIC HEALTHY ENVIRONMENT
COACHING AND MENTORSHIP
EMPOWERED FREEDOM NOT IN CONTROL
CONTROL AM I GOOD ENOUGH?
WHO WILL JUDDGE ME?
LEARNING / WHILE GETTING FIT
UNIQUE VALUE
PRODUCTS & SERVICES
EXPERIENCES
PURPOSE DRIVEN TRIBE
PROFESSIONAL & MENTORED
UNIQUE VALUE
PEAK PERFORMANCE
COMMUNITY CONNECTIONS
A FUN PATH TO GETTING FIT
AUDIENCE
REDUCED RISK
SIMPLIFIES QUALITY PROVIDES HOPE
MAKES MONEY
PRODUCTS & SERVICES
EXCITING & EXCLUSIVE
EXPERIENCES
AFFILIATION WITH OTHER WOMEN PROVIDES SPECIAL ACCESS
MOTIVATION BY MENTORS / OTHERS DESIGN APPEAL
VARIETY & FUN
PROFESSIONAL & MENTORED FUN WELLNESS THEREAPUTIC VALUE PROVIDES HOPE VARIETY
We provide a fun journey that is inclusive and motivating to help our clients become strong and fierce in their mindset and fitter on their terms.
EXCITING & EXCLUSIVE
AFFILIATION WITH OTHER WOMEN PROVIDES SPECIAL ACCESS MOTIVATION BY MENTORS / OTHERS DESIGN APPEAL VARIETY & FUN
To lead women to become confidently fierce while having fun unapologe2cally.
We guide clients to build confidence while ge]ng fit with our vibrant professional mentors.
Our
community connects every body with like-minded, fierce and fun experience seekers.
Every body belongs & together we go vertical.
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
Collectively we took a snapshot of our ideal target customers and we looked closely at their personal imperatives: Head (what they think constantly about) Heart (what they love) Motivation (what moves them to take action).
We also prioritized their pains / gains and human needs to combine a snapshot of the key factors in their world so we can connect with them with empathetic relevance.
HEAD HEART MOTIVATION PAIN / GAIN
HUMAN NEEDS
PROFIT
PASSIONATE FRIENDLY LEADERS
LEAD PEOPLE TO BECOME CONFIDENTLY FIERCE WHILE HAVING FUN UNAPOLOGETICALLY
PEOPLE PRODUCTS
EMPOWERING / EFFECTIVE & ATHLETIC
INVEST & SUPPORT INDUSTRY/ TEACHERS / FRANCHISE OWNERS
HIGH CALIBER INDUSTRY LEADERS WHO ARE MISSION DRIVEN
PROCESS
PROVEN TRANSFORMATIONAL & PERFORMANCE EXPERIENCES
HEART
THE LIFE THEY KNOW THEY CAN HAVE
MOTIVATION
RECLAIM MY LIFE AND BODY
1. Body Image
2. Exhaustion
3. Time
4. Living in the past
5. Having to juggle life
1. Fitness
2. Confidence
3. Community
4. Progression
1. Certainty
2. Love & Connection
3. Uncertainty
HEAD
I WANT TO PROVE I CAN TACKLE ANY CHALLENGE
HEART
FLY OR GET HIGH ON ACHIEVING
MOTIVATION
REACH NEW HIGHTS
PRIORITIZED PAINS
1. Something challenging
2. Boredom
3. Progression
4. No community (solo)
PRIORITIZED GAINS
1. Fitness
2. Challenge
3. Community
4. Progression
CURRENT HUMAN NEEDS
1. Significance
2. Certainty
3. Growth
HEAD
Something new YETSomething familiar
HEART
EXCELL AND IMPROVE
MOTIVATION
BE SEEN AS THE BEST
PRIORITIZED PAINS
1. Something challenging
2. Boredom
3. Progression
4. No community (solo)
PRIORITIZED GAINS
1. Fitness
2. Challenge
3. Community
4. Progression
CURRENT HUMAN NEEDS
1. Growth
2. Significance
3. Certainty
HEAD
I AM NEVER GOING TO BE LOVED
HEART
DEEP LOYAL FRIENDSHIP
MOTIVATION
FEEL OK
PRIORITIZED PAINS
1. Finding a place to fit in
2. Confidence
3. Self love
4. Lost
PRIORITIZED GAINS
1. Connection
2. Confidence
3. Fitness
4. Community
CURRENT HUMAN NEEDS
1. Certainty
2. Love & Connection
3. Growth
HEAD
MONEY AND SURVIVAL
HEART
POWER AND CONTROL OVER LIFE
MOTIVATION
HOPE AND A WAY OUT
PRIORITIZED PAINS
1. Survival
2. Confidence
3. Self love
4. Lost
PRIORITIZED GAINS
1. Confidence
2. Skills
3. Community
CURRENT HUMAN NEEDS
1. Certainty
2. Significance
3. Variety
HEART
FREEDOM
PRIORITIZED PAINS
1. Self love
2. Pain
3. Directionless
4. Connection
PRIORITIZED GAINS
1. Confidence
2. Mindset
3. Connection
CURRENT HUMAN NEEDS
1. Certainty
2. Love & Connection
3. Growth
HEAD
A GOOD OPPORTUNITY
HEART
/ ALIGN WITH VALUES / MOVEMENT
MOTIVATION
BE PART OF SOMETHING
PRIORITIZED PAINS
1. Purpose
2. Needs connection to others
3. Find something healthy to be passionate about
1. Self Actualization
2. Connection
3. Significance
CURRENT HUMAN NEEDS
1. Growth
2. Significance
3. Love and connection
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
20% HERO
20%
Accessibly developing confidence for any body on their fitness journey Beautifully designing an inclusive and transformational community for every body Inspiring others to have fun while challenging themselves to expert mastery
We create a safe, fun and effective fitness space delivering an experience that is inclusive and welcoming.
Our studios and community are legendary in reputation of where every body belongs and a feeling of empowerment thru expert mastery with inspiring yet challenging and transformational experiences.
Beautifully designing the most exciting new state of the art fitness journey resulting in a fierce mindset that defy’s gravity itself.
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
ATTRIBUTES
MANTRA FUNCTIONAL EMOTIONAL ASPIRATIONAL BRAND POSITION
We are a fun and inclusive fitness brand that empowers our clients to transform into becoming physically and mentally unstoppable.
Our flirty and luxurious experience has a hint of magic sprinkle with extra dose of spirited, beautiful visuals, and energetic music to move the soul to new levels.
A POTENT MEMORY OF THE EMOTIONAL RESPONSE FROM ANYONE INTERACTING WITH OUR BRAND.
IT'S THE FEELING (OR TASTE) THAT ECHOS LONG AFTER.
passionate unique organized high caliber accessible fun loving empowering high tech industry leaders profitable dedicated effective proven mission driven invest leaders fun transformational experienced industry support friendly athletic experiential reliable support teachers athletic high quality innovative next level support franchise
Communicating your brand’s unique voice and impact is Brand Positioning. Differentiated in the marketplace and in the minds of your customers. It is developed and refined by exploring the following dimensions:
• Functional: How is your service or product useful to your customers? What difference does it make for them in a practical, observable and measurable way?
• Emotional: how are people left feeling when they engage with you? After they buy your products or services what is their experience being a customer?
• Aspirational: What are we doing to appeal to our clients, stakeholders and culture to attain a higher standard and achieve an appealing outcome that is far greater value than what currently exists?
• FOR Every Body (TARGET CUSTOMER) -
• WHO Want to feel confident and get in shape (JOB TO BE DONE)-
• (OUR BRAND)
• IS THE De facto top training facility (COMPETITIVE SET)-
• THAT is both fun, functional and sexy (KEY BENEFIT) -
• UNLIKE typical fitness industry (PRIMARY COMPETITOR)-
• (OUR BRAND)
• DELIVERS a community of transformed individuals who feel powerful and confident (POINTS OF DIFFERENCE)
Vertica gives a sense of belonging, a confidence that they are beautiful just the way they are and the experiences we provide are equally as beautiful.
Ultimately we want our clients to feel they can be flirty, fit and fly and that any body can go vertical.
• FUNCTIONAL: We move our clients to take action by providing a fun, and exciting alternative to other fitness studios.
• EMOTIONAL: We help change perceptions thru helping every body feeling they belong and that it is a safe environment for their fitness journey.
• ASPIRATIONAL: We aim to transform our clients with a sense of belonging that this is the place they have been searching for.
PILLARS: Blending with our tone of voice
• BELONG - Approachable and confident
• BEAUTIFUL - Expressive and expansive
• VERTICAL - Authentically inspirational
For anybody who wants to have fun while getting fit in a progressive, approachable and welcoming environment.
Our brand delivers extraordinary fitness experiences that lead to a fierce mindset and next level of confidence.
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
GUIDE
CANVA KIT PHOTOGRAPHY IMAGERY ILLUSTRATIONS PATTERNS / ART MOOD BOARDS
All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.
Each individual type of content is categorized / color coded and tucked in a organized folder for rapid design access.
All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.
All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.
All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.
To kickstart your new brand all of the images and creative that was generated for this guide is in your Canva under “Vertica Brand Kit”. Search for your file either by division or in photos. Each area has already preselected approved designs / photos AND matching icons / logo. Should be dead simple. Just click on what you want to work on and you should find the first components within a click.
We intentionally double posted files in a couple different folders just to make it so simple to find no matter how you decide to search by division or by type. (like photos)
ORGANIZED BY DIVISIONS
When you want to start your next design project just click on the relevant division.
To keep things organized SAVE designs relevant to each division saved under this tab. We have placed the following in each division.
1) Logos
2) Icons
3) Designs
4) Images
To help keep the right images and designs consistent just save all your files related to each one in their respective folders.
Photos that are not the core brand photos but can be used under different divisions/ courses or community can also be found in Photos - then folder you want to find or create.
Example: Photos /Zero to Freedom (for additional images fro that course)
We are creating a library organized to enable frictionless usage of all content. We will have a open shareable folder that will have this guide and a more detailed breakdown of our guides.
As a standard we want exclusive worldwide, unlimited use for ALL images we produce, commission or purchase. There will be a Photography Rights Folder - Where receipts / standards and sign off agreements with all photographers and vendors.
We want to make all of our images searchable so we require 3 formats:
1) All original files in a folder called original with the output original file structure for back up.
2) Save each file in this format
Vertica_Project_TypeofShot_SpecialphotoAttribute_D ateTaken_Version
We want both the original highest res version in addition a useable mid/high res for social media and online usage.
Our objective is to build a bank of photos over time that are aligned with our branding standards. This means also carefully considering some of the images to be useable long after the moment it was captured.
Looking for large portions of photos with “white space” or less busy imagery so there can be captions, logos and headlines placed into the photos.
Showcasing a unique view of business. Separating images into:
BELONG, BEAUTIFUL, AND VERTICAL
Please use the next pages as guidelines to gain an innate understanding of the family of brand imagery we are shooting for.
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
LOWER CASE
QUALY REGULAR ON CREATIVE HEADLINES
USE BARLO CONDENSED
LOWER CASE
NO CAPITALIZATION
ON POWERFUL SECONDARY COPY CREATIVE
60% EXPLORER: “Guiding experiences and transformations”
Showing the way, while generating confidence on the journey.
20% HERO: “Inspiring personal mastery”
We lead and help others achieve mastery thru discipline while having fun.
20% ROYALTY: “Inclusively exclusive”
Beautifully building a community that everyone feels they belong.
We have three categories of writing tone to delineate different marketing objectives, from pure brand awareness to a time-sensitive promotion.
The highest brand level or “Signature” copy, is warm and approachable, with a hint of bubbly, allowing for cheeky clear conceptual writing.
The second level, or “Experience” copy is more specific to using the product or experiencing our services. Experience copy adds the energy to match the activity with a slight humour but always humble and honest.
Finally, the “Editorial” level, which tends to be more tactical, directs our audience to take action or invitation to one of our events. This tone is less interpretive, expressive than signature and is straight up informational.
Our tone of voice should be consistent across all levels of communication, from Signature, to Experience to Editorial.
Social posting, with stories and posts, there is less rules where sometimes acronyms and hashtags can be present inside the copy to highlight an idea and add some humour.
Social Stories, are even more light and can be very simple and lighthearted but true to our voice of being authentic and honest.
The impact on our voice, tone and messaging.
OUR NEW BRAND IS BUILT ON THE CORE VALUES
THAT CAN BE BROUGHT TO LIFE IN ALL ASPECTS OF THE BUSINESS TO MAKE AN IMPACT WITH OUR AUDIENCE
• Inspiring and building trust
• Feeling confident to take action
• Belonging to a warm community
Empowering, growing and transforming fitness training while
-SENSE OF BELONGING
-EVERYBODY IS BEAUTIFUL
-ANYONE CAN GO VERTICAL
AUTHENTIC
BUBBLY INCLUSIVE WARM CLEAR GUIDING UPLIFTING REAL
Brand attributes are the brand’s foundation; aspects of character that allow us to present our products and services with credibility and authenticity.
They infuse the personality with conviction and commitment, resulting in a defined and readily identifiable tone of voice.
A strong, clear and approachable voice that is welcoming and inspires. As guides we share the journey and encourage with a honest yet bubbly tone.
Confidently we build trust with our coaching style while speckling a hint of flirty & cheekiness.
Our inclusive vibe is backed up with positive words that uplift and aim to help.
APPROACHABLE AUTHENTIC INSPIRATIONAL BUBBLY INCLUSIVE WARM CLEAR GUIDING UPLIFTING REAL
APPROACHABLE AUTHENTIC INSPIRATIONAL BUBBLY INCLUSIVE WARM CLEAR GUIDING UPLIFTING REAL
Undifferentiated brands compete on price while differentiated, or charismatic brands, are ones which the customer feels there is no replacement for.
The Vertica brand is guiding our audience with a differentiated, personal and unique experience leaving them feeling they belong, they are beautiful and they can go vertical .
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience staged (The 5P’s)
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience staged (The 5P’s)
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience delivered (The 5P’s)
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience staged (The 5P’s)
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience staged (The 5P’s)
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience staged (The 5P’s)
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience delivered (The 5P’s)
displayed communicated experience staged
infuse underscored
impact
We impact our audience with integration of our brand tone, combined with our mantra and infuse our unique point of difference underscored in our value proposition displayed in Look /Feel, communicated in Tone / Voice and the experience delivered (The 5P’s)
OUTRAGEOUSLY DIFFERENTIATED
DESCRIPTION ORIGINS
5P’S
5P’s: unique words drawn from each of the five areas of business
Tone / Voice: words that describe “how we carry ourselves”
TONE/ VOICE
LOOK / FEEL
Look / Feel: words that articulate an emotion
LOOK FEEL HIGHLIGHTED TOP 5 TOP 3
UPLIFTING LUXURY UPLIFTING BELONGING FABULOUS
ACCESSIBLE INVITING INSPIRING INSPIRING BELONGING
FABULOUS APPROACHABLE ACCESSIBLE BEAUTIFUL FUN
EXPANDING BEAUTIFUL BEAUTIFUL FUN
EXCITING ACCESSIBLE BELONGING FABULOUS
FUN STUDIO FUN
INSPIRING ATTAINABLE ATTAINABLE
COMMITTED HEALTHY FABULOUS
SPORTY CLEAN
ELEVATED BELONGING
PROGRESSION
EPIC
FABULOUS APPROACHABLE
INNOVATIVE FABULOUS
BEAUTIFUL INSPIRING
ATHLETIC APPROACHABLE FUN
BELONGING NEXT LEVEL FUN
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
The colours that are about transformation, inclusion and exclusively accessible fun.
“I wanted to design a brand that reflected the sporty fun, yet still serious enough for the olympics and yet flirting with the inner work that comes with transformation.”
USE BARLO CONDENSED MULTI COLORED LOWER CASE NO CAPITALIZATION ON MARQUE COPY CREATIVE
Vertica: Use the V Purple background color so when you decrease opacity it creates a deep saturated color and the CTA of Light blue can pop.
TRAINING: Clean & Sporty images with closeups of studio lifestyle
COMMUNITY: Unfiltered, Unapologetic and down right fun.
INTRODUCTION
PERSONAS ARCHETYPE
TOPOGRAPHY TONE OF VOICE
REPLACES COMING SOON
THE BRANDED CALL TO ACTION
QUOTES AND INSIGHTS FROM KATRINA
MEET THE MOST EXCITING NEW FITNESS
FRANCHISE THAT IS ADDICTIVELY FUN AND WILL BE IN EVERY COMMUNITY.
Personalized & highlighted geographical locations
FACTS ABOUT FITNESS
FACTS ABOUT VERTICA
FACTS ABOUT SPORT
MATCH PATTERN TO PRODUCT
CIRCLE MEMBERS ONLY USE YELLOW
SHOW IN AD / MARKETING THE BRANDED WORDS WHEN DESIGN IS EXPANDED
CULTURAL MUSIC REFERENCES
HINT OF TECHNOLOGY
ATHLETE WITH LOGO SPORTSWEAR
DIGITAL CODE FOR DATES
FLOATING EPIC PHOTOS
CUSTOM QR CODES
everyday sporty
PRESENT THE FEELING OF CONNECTED AT YOUR FINGERTIPS
MAIN PROMOTIONAL COVER
HEAD PHONE ALT LOGO
ALTERNATE AUDIOGRAM COVERS
ICONIC MAIN PODCAST COVER
Triple pane personality
Offset Vertica podcast logo
PLAIN VERSIONEVERY BODY TYPE REPRESENTED
FINE BRANDED PATTERN OVERLAY
“Copy & Paste” -a positive mindset & empowerment to the next generation of girls & boys
THE NEW VERTICAL FITNESS PROGRESSION PROGRAM THAT IS BOTH ATHLETIC & FUN DESIGNED BY NATIONAL CHAMPION & FOUNDER KATRINA WYCKOFF
“ We are so grateful for taking the time to read through our brand inspiration / guide book and can’t wait to see what we do next!”