Crossfit Kids Project Book Crossfit Kids <#>
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table of contents Research 1.0
Introduction 1.1 Company analysis 1.2 SWOT Analysis and Strategy 1.3 Creative Brief 1.4
Process 2.0
Personas 2.1 Target Audience 2.2 Logo Development 2.3 Toolbox 2.4 Moodboard 2.5
Style Guide 3.0
Logo Guidelines 3.1 Typography Guide 3.2 Brand Colors 3.3 Textures 3.4 Imagery, Motion, and Sound 3.5
Design Solutions 4.0
Print Media 4.1 Social Media 4.2 Merchandise and Apparel 4.3 Mobile Devices 4.4 Motion Graphic 4.5 Packaging 4.6 References 4.7
Crossfit Kids <#>
Crossfit Kids <#>
RESEARCH 1.0 Introduction 1.1 Analysis 1.2 Target Audience 1.3 SWOT Analysis and Strategy 1.4 Creative Brief 1.5
Crossfit Kids <#>
Crossfit Kids <#>
introduction 1.1 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 However, a lot of information seems to get lost in between Crossfit Kids’ incoherent brand image, outdated website, and its underdeveloped use of advertising and marketing.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 <#>
Analysis 1.2 Industry 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 <#>
Company Background CrossFit Kids’ aim is to decrease childhood obesity by focusing on increasing functional movements and fitness of children through short, intense workout sessions that provide measurable results. CrossFit Kids differentiating factor is it’s primary focus on “functional movements.” Through these fundamental attributes, measurable results are produced in focus areas of 10 fitness domains: Cardiovascular and Respiratory Endurance, Stamina, Strength, Flexibility, Power, Speed, Coordination, Agility, Balance, and Accuracy. Workouts are scalable, equally benefiting those who are less active or an accomplished athlete. Workouts are tailored to each participant to ensure members are challenged enough to deliver personal results and athletic progress. CrossFit Kids is a scaled down version of CrossFit, but is entirely designed for the specific developmental needs of children.
Target Audience 1.3 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 <#>
SWOT Analysis 1.4 Strengths Affiliation with CrossFit Community-like atmosphere Knowledgeable Staff
Opportunites Technological advances Growing Market Educate Consumers
Weaknesses Incoherent Brand Image Little advertising/marketing Outdated Website
Threats Seasonal Demand Health Trends Intense Competition
Crossfit Kids <#>
Crossfit Kids <#>
Crossfit Kids <#>
PROCESS 2.0 Personas 2.1 Logo Development 2.3 Toolbox 2.4 Moodboard 2.5
Crossfit Kids <#>
Personas 2.1 Julie Rie Julia Rie is a nurse at Hope Community Clinic in San Diego, California. Julia loves her job and family, is very active, and quite the socialite. She married William, her high school sweetheart at a young age. They have one son, Miguel. Julia wakes very early in the morning, gets ready for her day and heads to the Clinic, which is downtown. Julia spends her workdays checking in on patients, taking blood, and filing paperwork. After a long day at work, Julia picks Miguel up from school. When she gets home she cleans the house and prepares a very nutritious dinner while Miguel plays video games in a nearby living room. Julia loves music. While cooking she listens to her favorite Pandora station, Katy Perry. Once William makes it home from work at the bank where he is a account manager, they all sit and eat at the kitchen table for dinner. After dinner Julia helps Miguel with bath time and once he is in his pajamas she helps him with his homework. After homework, Miguel is tucked tightly into bed. Julia showers and gets in the bed to cuddle with her husband William before falling to sleep.concentrated.
Crossfit Kids <#>
Susan Evans Susan Evans is one of the top and seasoned web designers at Creative Solutions International located about 20 minutes outside of Hanover, Pennsylvania where she lives. She and her husband Tom have three children John, Daniel, and Sarah. For the last five years Susan has been working mostly from home so she has more time to pick her children up from school and take them to there various practices and after school activities. She loves spending time with her family and every other weekend they find time to go into the mountains and spend time together. Susan wakes up in the morning and checks her work email to brief herself for the day and go over new projects. Tom is already gone to work at the construction site, so Susan wakes the children to get them ready for school. As the children shower and get dressed, Susan prepares a quick breakfast of oatmeal and fruit. Susan walks the children to the nearby school bus stop to see them off to school. While the children are gone to school, Susan uses this time working on new design projects for Creative Solutions and emailing clients. Around noon, she conducts a Skype conference call with design team. After further working on projects, she goes to the school to pick up Sarah and take her to dance Crossfit Kids <#>
Logo Development 2.3
Crossfit Kids <#>
Cross i t Kids
Crossfit Kids <#>
Mood Board 2.5
Crossfit Kids <#>
Crossfit Kids <#>
Crossfit Kids <#>
style guide 3.0 Logo Guidelines 3.1 Typography Guide 3.2 Brand Colors 3.3 Textures 3.4 Imagery 3.5 Motion and Sound 3.6
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 playful and charismatic will representing 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. 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.
Do’s: Official Logo
Icon
Brand Colors
Dont’s: Non-Branded Colors
Stretched Logos
Text Strokes
Crossfit Kids <#>
Brand Colors 3.3
The use of color in the campaign is important in communicating the brand essence to the target audience. The color palette is vibrant and youthful, and sets the tone for the spirit of the brand.
Crossfit Kids <#>
R 30 G 24 B 98
R 164 G 231 B 241
R 232 G 234 B 249
C 100 M 100 Y 27 K 23
C 31 M 0 Y 2 K 0
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R 51 G 72 B 207 C 84 M 75 Y 0 K 0
R 211 G 237 B 127 C 20 M 0 Y 70 K 0
Crossfit Kids <#>
Crossfit Kids <#>
DESIGN SOLUTIONS 4.0 Infographic 4.1 Print Media 4.2 Social Media 4.3 Merchandise and Apparel 4.4 Mobile Devices 4.5 Motion Graphic 4.6 Packaging 4.7 References 4.8
Crossfit Kids <#>
Print media 4.2
Crossfit Kids will benefit greatly by using advertisements included in magazines aimed towards health and those with high viewership from women with children. Also, billboards will create high visibility to specific locations.
Crossfit Kids <#>
Crossfit Kids <#>
social media 4.3
Crossfit Kids will benefit greatly by using advertisements included in magazines aimed towards health and those with high viewership from women with children. Also, billboards will create high visibility to specific locations.
Crossfit Kids <#>
Crossfit Kids <#>
Merchandise and Apparel 4.4
Great brands create a kind of tribe. Cross-
fit Kids merchandise and apparel will allow consumers to feel part of something bigger than themselves. (Neumeier 40-41). Apparel and merchandise would include a range of items from T-shirts, ballcaps, water bottles, gym bags,and etc. Such a vast range of items would offer something suitable for any lifestyle. All apparel and merchandise will include at least one, but are not limited to, thewordmark, the brandmark, brand character, or tagline.
Crossfit Kids <#>
Crossfit Kids <#>
Mobile Application 4.5
Crossfit Kids <#>
Crossfit Kids <#>
Crossfit Kids <#>