Crossfit Kids Project Book Crossfit Kids <#>
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introduction CrossFit Kids aims to decrease childhood obesity by creating an excitement about exercising and providing the foundation for a lifetime ofhealthy eating by focusing on the importance of physical activity. Workouts are fun but they are increasingly demanding, requiring strength, stamina and perseverance. The primary purpose of the campaign is to increase Crossfit Kids’ ROI by making the company more visible to potential customers. The rebranding campaign will increase awareness of the brand, elevate the brand essence through elements of design, and create a loyal following. A campaign is needed because Crossfir Kids has so much great information about functionality, the important of exercise, and the different types of exercises and has all the potential to create a dedicated, loyal following through its purpose. However, a lot of information seems to get lost in between Crossfit Kids’ incoherent brand image, outdated website, and its underdeveloped use of advertising and marketing. The campaign seeks to separate Crossfit Kids from its competitors by emphasizing Crossfit Kids’ differentiating factor and creating a larger media presence. This will be achieved with a strong media mix that will organize the information Corssfit Kids offers, allowing it to be suitably available whether through the website, social media, the digital health journal or interactive games. This will allow Crossfit Kids’ vision to be coherent and recognizable across all channels.
Crossfit Kids <#>
Crossfit Kids <#>
table of contents Introduction
pg. 2
Style Guide Style Cuide cont.
pg.5 pg. 6
Logo Overview Logo Design and Usage Research Bacgkground Target Audience
pg. 7 pg. 8 pg. 9 pg. 10
Crossfit Kids <#>
style guide
Crossfit Kids <#>
Crossfit Kids <#>
logo usage Overview The new Crossfit Kids’ logo was created to refresh the brand’s look and feel and better represent the identity of the brand. The new logo is playfully and charismatic will represent activity and movement. The organic treatment offers a childlike appeal while the integration of the icon represents swiftness and strength, which reflects the brands essence. The icon accompanying the logo represents a child being active. The symbol further solidifies Crossfit Kid’s mission and unlike the previous logo, immediately identifies the services the band offers. The new logotype uses DK Bergelmir. It is important that only this font is used for the logo, in that it visually creates the mood that identifies Crossfit Kid’s objective. Usage The logo is a key identifier that should be used consistently to represent the brand. The logo should be used for all promotional materials, including, but not limited to; print advertisements,
Crossfit Kids <#>
web banners, motion graphics, and merchandise. The logo should not be used in conjunction. Icon The icon has the potential to stand alone in certain cases. The icon should be used as much as possible in cases where it is deemed appropriate. Merchandise and apparel is generally a material where the icon may suffice standing alone. The objective of the consistent use of the icon is to create instant brand identification through increased visibility. Tagline The tagline is optional but should be used in cases where it can enhance the presented materials or give a new audience more insight into the brand. The tagline should always be showcased in Kristen ITC and can stand alone in certain cases. The positioning of the tagline is important to the design of the logo and should not be altered.
Crossfit Kids <#>
research Background The fitness industry continues to grow from increasing awareness of health concerns and the importance of exercise. Members of fitness and health programs are learning that fitness can provide key tools to enhance health, improve life, and extend life. The demographics of those who use fitness centers has changed in recent years from18-34 age group to the popularity spreading out over all age groups, including Americans over 50 and children and teenagers (Weber). Growth of the fitness industry is predicted to remain strong over the next five years, with demand driven by health campaigns promoting healthy living. Demands will also increase due to rising income levels, which will allow fitness centers to expand their facilities. The top leading outfits in the US fitness industry generate nearly 13% of industry revenue, making this market somewhat concentrated.
Crossfit Kids <#>
Target Audience The primary target audience is suburban mothers age 25-45 with children and teenagers. However, there will be a small portion of advertisements that target children. Research on Crossfit Kids’ target audience shows that social media is a large part of their customers daily lives. The campaign will take Crossfit Kids’ social media to the next level by advancing its aim. This design solutions will be an effective strategy in promoting the company’s service by offering accessibility and advanced technology. Crossfit Kids and parents are savvy, clever, and hip. The campaign works together by crossingeach critical touch point of the client’s life. It makes information about health and wellness convenient and suitable for their lifestyles. This media mix is filled with potential and bound to create a loyal following of children and parents wishing to be associated with the brand
Target Audience The primary target audience is suburban mothers age 25-45 with children and teenagers. However, there will be a small portion of advertisements that target children. Research on Crossfit Kids’ target audience shows that social media is a large part of their customers daily lives. The campaign will take Crossfit Kids’ social media to the next level by advancing its aim. This design solutions will be an effective strategy in promoting the company’s service by offering accessibility and advanced technology. Crossfit Kids and parents are savvy, clever, and hip. The campaign works together by crossingeach critical touch point of the client’s life. It makes information about health and wellness convenient and suitable for their lifestyles. This media mix is filled with potential and bound to create a loyal following of children and parents wishing to be associated with the brand.
Crossfit Kids <#>
Crossfit Kids <#>