Vertica Brand Guide - Final Version

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BRAND GUIDE

Handcrafted by
“Your brand is the conversa2on and impression others have of your name, reputa2on and culture”

A brand new category in fitness studios

INTRODUCING THE VERTICA BRAND

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.

WELCOME BY KATRINA

“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.”

GUIDE INDEX

INTRODUCTION BACKGROUND

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE COLOURS

ATTRIBUTES MANTRA BRAND POSITIONING
CORE / BRAND DNA ORIGINS
PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL
BRANDING
The most exci2ng new fitness franchise that is about to become the next category disrupter in tness

RE-IMAGINE FITNESS

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.

pole positioning to the olympics

blending offline with online

Apparel & Retail

Cheeky yet approachable

our spin on fitness…

MISSION

To be the global community uniquely connecting everybody who needs an empowering space to defy gravity.

VISION

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.

Vertica Fit Classes

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.

Vertica Flirt Classes

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.

Vertica FLY Classes

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.

GUIDE INDEX

INTRODUCTION BACKGROUND

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE COLOURS

ATTRIBUTES MANTRA BRAND POSITIONING
CORE / BRAND DNA ORIGINS
PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL
BRANDING

VALUES

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.

BELONG | BEAUTIFUL | VERTICAL

Vertica creates a sense of belonging through our open, non-judgmental studios and inclusive community.

BELONG | BEAUTIFUL | VERTICAL

Vertica’s aim is to be beautiful in everything we do and to make every body feel beautiful in every interaction.

BELONG | BEAUTIFUL | VERTICAL

We believe it’s paramount to ensure every body feels the support that they can go vertical.

VERTICA CORE CULTURE VALUES

• 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-

GUIDE INDEX

INTRODUCTION BACKGROUND

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
CORE BRAND DNA ORIGINS
PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING
COLOURS

BRAND DNA THE CORE EPICENTRE

PRESENTATION

The powerful narrative and vibrant presentation layer that brings the brand to life.

BRAND POSITION / PERSONALITY

Defines the unique point of difference and creates a distinctly different place in our audience’s mind.

THE CORE -MISSION / VISON / PURPOSE

The distinctive makeup of brand purpose, the essential messaging that ensures clear congruency of the brand.

LEGACY / WHY

The core is the owner, culture and any past history of the brand. Highlighting or pivoting to create the epicentre of your groundswell.

LEGACY / WHY

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 CORE -MISSION / VISON / PURPOSE

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.

BRAND POSITION / PERSONALITY

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.

PRESENTATION

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

GUIDE INDEX

INTRODUCTION BACKGROUND

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE COLOURS

ATTRIBUTES MANTRA BRAND POSITIONING
CORE / BRAND DNA ORIGINS
PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL
BRANDING

ORIGINS

NAME VERTICAL FITNESS STORY

BRAND NAME ORIGINS

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

ORIGINS OF VERTICAL FITNESS

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.

ORIGINS OF VERTICA FITNESS

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 STUDIO FITNESS EVOLUTION

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.

FOUNDER FRANCHISE ORIGINS

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.

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING

VALUE PROPOSITION METHODOLOGY

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.

VALUE PROPOSITION

FORMULA PILARS

UNIQUE POINT OF DIFFERENCE

MOTIVATION DNA SUMMARY

VERTICA VALUE PROP

AUDIENCE VERTICA

SERVICE UNIQUE POINT OF DIFFERENCE PRODUCT
BRAND VALUE PROP

VERTICA VALUE PROP

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.

BRAND VALUE PROP

VERTICA VALUE PROP

MOTIVATION = PERCEIVED BENEFITS - PERCEIVED COSTS

BRAND VALUE PROP

VERTICA VALUE PROP

WHAT THEY WANT = PRODUCT + SERVICE - BARRIER TO PURCHASE

BRAND VALUE PROP

MOTIVATION

CONFIDENCE = HAVING FUN GETTING FIT - STIGMA OF POLE

Finding my way Different Connects me to my tribe Growth Clarity
Progression
improvement
my body
weight having fun
seen
Super Sexy
time
something new
a program
consistent
a student again
on board
will people think
to suck
(short shorts)
BRAND VALUE PROP
Fun
Skill
Music Move
Lose
Being
Feeling
Invest
Learn
Follow
Be
Be
Spouse
Commitment What
Willing
Vulnerable Exposed

UNIQUE POINT OF DIFFERENCE

The goals of the business Vision / Purpose What you offer Products & Services Detailing Customers’ needs PERSONAS
training experiences that transform thru fun fitness and mindset programs.
Creating
BRAND VALUE PROP
BRAND VALUE PROP

MOTIVATION DNA

ENERGETIC HEALTHY ENVIRONMENT

CONFIDENCE = FUN FIT + MINDSET - EMBARRASSMENT

COACHING AND MENTORSHIP

EMPOWERED FREEDOM NOT IN CONTROL

CONTROL AM I GOOD ENOUGH?

WHO WILL JUDDGE ME?

LEARNING / WHILE GETTING FIT

BRAND VALUE PROP

VERTICA VALUE PROPOSITION

EMPOWERED = FUN & FIT + FIERCE MINDSET

- EMBARRASSMENT / LACK OF CONTROL

BRAND VALUE PROP

VALUE PROPOSITION FRAMEWORK

UNIQUE VALUE

PRODUCTS & SERVICES

EXPERIENCES

AUDIENCE
VALUE PROP
BRAND

VALUE PROPOSITION FRAMEWORK

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

BRAND VALUE PROP

VALUE PROPOSITION FRAMEWORK

SELF ACTUALIZING AFFILIATION MOTIVATION

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

PURPOSE DRIVEN TRIBE PEAK PERFORMANCE COMMUNITY CONNECTIONS A FUN PATH TO GETTING FIT
BRAND VALUE PROP

VERTICA INTERNAL

To lead women to become confidently fierce while having fun unapologe2cally.
BRAND VALUE PROP

VERTICA EXTERNAL

We guide clients to build confidence while ge]ng fit with our vibrant professional mentors.
BRAND VALUE PROP

VERTICA COMMUNITY

Our

community connects every body with like-minded, fierce and fun experience seekers.
BRAND VALUE PROP

VERTICA GLOBAL

Every body belongs & together we go vertical.
BRAND VALUE PROP
BRAND VALUE PROP

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING

PERSONAS METHODOLOGY

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.

PERSONAS

HEAD HEART MOTIVATION PAIN / GAIN

HUMAN NEEDS

GENERAL PERSONAS

PROFIT

PASSIONATE FRIENDLY LEADERS

PURPOSE

LEAD PEOPLE TO BECOME CONFIDENTLY FIERCE WHILE HAVING FUN UNAPOLOGETICALLY

PEOPLE PRODUCTS

EMPOWERING / EFFECTIVE & ATHLETIC

INVEST & SUPPORT INDUSTRY/ TEACHERS / FRANCHISE OWNERS

PARTNERS

HIGH CALIBER INDUSTRY LEADERS WHO ARE MISSION DRIVEN

PROCESS

PROVEN TRANSFORMATIONAL & PERFORMANCE EXPERIENCES

RECLAIM RENE

HEAD

WHAT I USED TO BE

HEART

THE LIFE THEY KNOW THEY CAN HAVE

MOTIVATION

RECLAIM MY LIFE AND BODY

PRIORITIZED PAINS

1. Body Image

2. Exhaustion

3. Time

4. Living in the past

5. Having to juggle life

PRIORITIZED GAINS

1. Fitness

2. Confidence

3. Community

4. Progression

CURRENT HUMAN NEEDS

1. Certainty

2. Love & Connection

3. Uncertainty

VERTICA NEW MOMS

HEAD

I WANT TO PROVE I CAN TACKLE ANY CHALLENGE

HEART

FLY OR GET HIGH ON ACHIEVING

MOTIVATION

REACH NEW HIGHTS

CHALLENGE CHERI

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

VERTICA PROS

FUN FIT FRANCES

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

VERTICA ENTHUSIAST

HEAD

I AM NEVER GOING TO BE LOVED

HEART

DEEP LOYAL FRIENDSHIP

MOTIVATION

FEEL OK

VERTICA REDEFINE

DIVORCED DEBBIE

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

VERTICA STRIPPER

DANCINg DEB

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

TRAUMA TRACY

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

VERTICA HELP
THEIR BODY IMAGE HEAD
MOTIVATION
FIX THE PAIN

HEAD

A GOOD OPPORTUNITY

HEART

/ ALIGN WITH VALUES / MOVEMENT

MOTIVATION

BE PART OF SOMETHING

FRANCHISE OWNER

Passion Pam

PRIORITIZED PAINS

1. Purpose

2. Needs connection to others

3. Find something healthy to be passionate about

PRIORITIZED GAINS

1. Self Actualization

2. Connection

3. Significance

CURRENT HUMAN NEEDS

1. Growth

2. Significance

3. Love and connection

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING

ARCHETYPES

EXPLORER HERO ROYALTY VERTICA

VERTICA ARCHETYPES

VERTICA ARCHETYPES

VERTICA ARCHETYPES

VERTICA ARCHETYPES

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

EVERYDAY 60% LOVER
VERTICA ARCHETYPES

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.

VERTICA ARCHETYPES

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING

GUIDE / SECTION INDEX

ATTRIBUTES & BRAND POSITIONING

ATTRIBUTES

MANTRA FUNCTIONAL EMOTIONAL ASPIRATIONAL BRAND POSITION

VERTICA BRAND ATTRIBUTES

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.

BRAND MANTRA

A POTENT MEMORY OF THE EMOTIONAL RESPONSE FROM ANYONE INTERACTING WITH OUR BRAND.

IT'S THE FEELING (OR TASTE) THAT ECHOS LONG AFTER.

VERTICA BRAND POSITIONING / 5P’s

PEOPLE PRODUCTS PROCESS PARTNERS PROFITS

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

BRAND POSITIONING

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?

BRAND POSITIONING FRAMEWORK

• 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)

BRAND POSITIONING SUMMARY

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.

ELEMENTS OF VALUE

TRANSACT MOVE CHANGE TRANSFORM 1. Attractiveness 2. Affiliation 3. Self Actualization 4. Provides Hope 5. Variety 6. Design Aesthetics 7. Fun / Entertainment 8. Motivation 9. Wellness 10.Sensory Appeal 11.Self Transcendence 12.Therapeutic Value 13.Provides Access 14.Badge Value

ELEMENTS OF VALUE RESULTS

TRANSFORM CHANGE

TRANSACT MOVE

ELEMENTS OF VALUE SUMMARY

• 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.

VERTICA BRAND POSITIONING PILLARS

PILLARS: Blending with our tone of voice

• BELONG - Approachable and confident

• BEAUTIFUL - Expressive and expansive

• VERTICAL - Authentically inspirational

VERTICA BRAND POSITIONING STATEMENT

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.

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING

GUIDE

/ SECTION INDEX

BRAND GUIDELINES & TOOLBOX

CANVA KIT PHOTOGRAPHY IMAGERY ILLUSTRATIONS PATTERNS / ART MOOD BOARDS

BRAND TOOLBOX / CANVA KIT

INTERACTIVE BRAND KIT

BRAND KIT

All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.

VERTICA DESIGN FOLDERS CANVA

DETAILED DESIGN FRAMEWORK

Each individual type of content is categorized / color coded and tucked in a organized folder for rapid design access.

PHOTO COVERS

VERTICA CUSTOM DIY TOOLBOX CANVA

BRAND KIT

All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.

INTERACTIVE BRAND KIT

All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.

INTERACTIVE BRAND KIT

BRAND KIT

All the needed core designs are in a drop down menu for colors / font and logos under “Vertica Brand Kit”.

INTERACTIVE BRAND KIT DESIGN TEMPLATES

BRAND DESIGN TEMPLATES

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)

INTERACTIVE BRAND KIT DESIGN TEMPLATES

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)

BRAND TOOLBOX

BRANDING LIBRARY

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.

Copyrights / Usage

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.

DESIGN ASSET MANAGEMENT

FILE NAMING

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

FILE FORMATS / QUALITY

We want both the original highest res version in addition a useable mid/high res for social media and online usage.

PHOTOGRAPHY FILTER

make them the hero

visually tell a story

PHOTOGRAPHY THAT INSPIRES

BRAND VISUAL DESIGN MOOD BOARD

Three Distinct Imagery Groups

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.

BELONG BEAUTIFUL VERTICAL

MAKE SPACE FOR COPY

CAPTIVATINGLY BRILLIANT COPY GOES HERE

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING

VERTICA TOPOGRAPHY

VERTICA TOPOGRAPHY

LOWER CASE

QUALY REGULAR ON CREATIVE HEADLINES

VERTICA TOPOGRAPHY

VERTICA TOPOGRAPHY / FONT USAGE

VERTICA TOPOGRAPHY / DESIGN & MARKETING USAGE

CREATIVE CAMPAIGN COPY SAMPLES

USE BARLO CONDENSED

LOWER CASE

NO CAPITALIZATION

ON POWERFUL SECONDARY COPY CREATIVE

VERTICA SIGNATURE FONT

CREATIVE CAMPAIGN COPY

MEGAPHONE”

VERTICA TONE OF VOICE

UNAPOLOGETIC STRONG

FLIRTY FIERCE FUN

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.

TONE OF VOICE

THREE CATEGORIES OF VOICE

We have three categories of writing tone to delineate different marketing objectives, from pure brand awareness to a time-sensitive promotion.

Harmonize

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.

“ “
SIGNATURE EXPERIENCE EDITORIAL

OUR BRAND VALUES

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

APPROACHABLE

AUTHENTIC

INSPIRATIONAL

BUBBLY INCLUSIVE WARM CLEAR GUIDING UPLIFTING REAL

BRAND VOICE ATTRIBUTES

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.

THE VERTICA PERSONALITY

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.

THE BRAND TONE IMPERATIVE

APPROACHABLE AUTHENTIC INSPIRATIONAL BUBBLY INCLUSIVE WARM CLEAR GUIDING UPLIFTING REAL

Tell a visual story with JUST words. Play with fading copy and color.

THE BRAND TONE IMPERATIVE

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 .

THE BRAND TONE INTEGRATION

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)

THE BRAND TONE INTEGRATION

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)

THE BRAND TONE INTEGRATION

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)

THE BRAND TONE INTEGRATION

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)

THE BRAND TONE INTEGRATION

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)

THE BRAND TONE INTEGRATION

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)

THE BRAND TONE INTEGRATION

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)

T HE BRAND TONE INTEGRATION

displayed communicated experience staged

infuse underscored

= GUIDED TRANSFORMATION

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)

THE BRAND TONE FRAMEWORK

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

THE BRAND TONE FRAMEWORK

EXPERIENCE STAGED

THE BRAND TONE FRAMEWORK

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

THE BRAND TONE FRAMEWORK

SUMMARIZED AND INTEGRATED

FABULOUS APPROACHABLE

INNOVATIVE FABULOUS

BEAUTIFUL INSPIRING

ATHLETIC APPROACHABLE FUN

BELONGING NEXT LEVEL FUN

LOOK / FEEL TONE / VOICE 5P’s FINAL

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP ADDITIONAL BRANDING

SPINNING NEW HUES

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.”

welcome to the next fitness franchise

USE BARLO CONDENSED MULTI COLORED LOWER CASE NO CAPITALIZATION ON MARQUE COPY CREATIVE

COLOR DIVISIONS

COLOUR WITH PHOTOGRAPHY

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.

VERTICA TRAINING COMMUNITY

BLEND COLORS WITH PHOTOGRAPHY & TOPOGRAPHY

USE OF WHITESPACE

SIMPLICITY & SPACE

RUN OFF THE PAGE

OVERSIZE THE IMAGES

MARKET THE PROCESS

MARKET THE PROCESS

BRANDED PATTERNS

PATTERN VERTICA V

PATTERN VERTICA TEAM

PATTERN V VERTICAL POLE

PATTERN V BOHO

PATTERN V BOHO

PATTERN V BOHO

GUIDE INDEX

INTRODUCTION

PERSONAS ARCHETYPE

TOPOGRAPHY TONE OF VOICE

ATTRIBUTES MANTRA BRAND POSITIONING
BACKGROUND CORE ORIGINS
COLOURS PATTERNS BRAND GUIDELINES LOGOS / ICONS VALUES BRAND TOOLBOX VALUE PROP
ADDITIONAL BRANDING

VERTICA LOGO LIBRARY

origins

CORP LOGO W/ FITNESS / HORIZONTAL

origins

CORP LOGO W/ FITNESS

origins
origins
CORP LOGO W/ FITNESS | BLACK & WHITE

CORP LOGO HORIZONTAL & VERTICAL

origins

CORP LOGO HORIZONTAL & VERTICAL

origins

CORP

origins

CORP BRANDED CLASSES

origins

COMMUNITIES LOGOS COLOR

PODCAST PRIMARY LOGO COLOR

PODCAST SECONDARY LOGO COLOR

TEAM LOGO COLOR

VIDEO LOGO COLOR

BOOK LOGO COLOR

V MINDSET PRIMARY HORIZONTAL

V MINDSET CIRCLE LOGO VERTICAL

V 90 CHALLENGE LOGO COLOR

MANIFESTO LOGO COLOR

ICONS

SECONDARY CUSTOM ICONS

VERTICA CAMPAIGNS

VERTICA DEFY CAMPAIGN

VERTICA COPY

VERTICA SPINNING SOON CTA CAMPAIGN

REPLACES COMING SOON

THE BRANDED CALL TO ACTION

VERTICA NEON CAMPAIGN

NEON HEADLINES

VERTICA MINDSET & ATTITUDE CAMPAIGN

QUOTES AND INSIGHTS FROM KATRINA

VERTICA FRANCHISE CAMPAIGN

MEET THE MOST EXCITING NEW FITNESS

FRANCHISE THAT IS ADDICTIVELY FUN AND WILL BE IN EVERY COMMUNITY.

VERTICA FRANCHISE CAMPAIGN

Personalized & highlighted geographical locations

VERTICA FRANCHISE CAMPAIGN

Retail brand experience

VERTICA FRANCHISE CAMPAIGN

subtle signage

RETAIL STUDIO CAMPAIGNS

FACTS ABOUT FITNESS

VERTICA SPIN THE FACTS CAMPAIGN

FACTS ABOUT VERTICA

FACTS ABOUT SPORT

VERTICA V COMMERCE SOCIAL CAMPAIGN

MATCH PATTERN TO PRODUCT

CIRCLE MEMBERS ONLY USE YELLOW

THE BRAND MASTER SLIDES

mix & match

BLOWN OUT BRANDING APPAREL

SHOW IN AD / MARKETING THE BRANDED WORDS WHEN DESIGN IS EXPANDED

everyday lifestyle

VERTICA CREATIVE SAMPLES

EVERY BODY CREATIVE

CULTURAL MUSIC REFERENCES

CREATIVE STYLESCAPES / V90 CHALLENGE

HINT OF TECHNOLOGY

ATHLETE WITH LOGO SPORTSWEAR

DIGITAL CODE FOR DATES

FLOATING EPIC PHOTOS

CUSTOM QR CODES

everyday sporty

challenge lifestyle

MOBILE CREATIVE / V90 CHALLENGE

PRESENT THE FEELING OF CONNECTED AT YOUR FINGERTIPS

CREATIVE STYLESCAPES / PODCAST

MAIN PROMOTIONAL COVER

GUEST ICON

HEAD PHONE ALT LOGO

ALTERNATE AUDIOGRAM COVERS

ICONIC MAIN PODCAST COVER

fabulously insightful

PODCAST CREATIVE / MAIN COVERS

PODCAST CREATIVE / MAIN COVERS

VERTICA CREATIVE SHOWCASE

Triple pane personality

Offset Vertica podcast logo

PLAIN VERSION

CREATIVE / CAMPAIGN STYLE SCAPE

CREATIVE / BLACK AND WHITE TREATMENT

FEATURED PEOPLE

CREATIVE

EVERY BODY TYPE REPRESENTED

real people personal polaroid style posts

real people personal posts

accessible connections

authentically inspirational

TEAM BRANDING APPAREL

TEAM VERTICA EXCLUSIVE STYLES OR COLORS

CREATIVE EXAMPLES

FINE BRANDED PATTERN OVERLAY

CREATIVE EXAMPLE

CREATIVE

CREATIVE EXAMPLE

CREATIVE EXAMPLE

CREATIVE EXAMPLE

CREATIVE EXAMPLE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE

CREATIVE EXAMPLE

CREATIVE EXAMPLE

Fathers & Mothers

“Copy & Paste” -a positive mindset & empowerment to the next generation of girls & boys

CREATIVE EXAMPLE

CREATIVE EXAMPLE

CREATIVE EXAMPLE

PERSONAL BRAND

MEET YOUR CHIEF VERTICAL OFFICER

THE NEW VERTICAL FITNESS PROGRESSION PROGRAM THAT IS BOTH ATHLETIC & FUN DESIGNED BY NATIONAL CHAMPION & FOUNDER KATRINA WYCKOFF

LETS START SPINNING!

“ 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!”

THANK YOU

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