Crossfit Kids Project Book
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table of contents Research 1.0
Introduction 1.1 Company analysis 1.2 Target Audience 1.3 SWOT Analysis 1.4 Creative Brief 1.5
Process 2.0
Personas 2.1 Logo Development 2.2 Moodboard 2.3
Style Guide 3.0
Logo Guidelines 3.1 Typography Guide 3.2 Brand Colors 3.3 Imagery 3.4
Design Solutions 4.0
Print Media 4.1 Social Media 4.2 Merchandise and Apparel 4.3 Mobile Devices 4.4 References 4.7
Research 1.0 Introduction
1.1
Analysis
1.2
Target Audience
1.3
SWOT Analysis
1.4
Creative Brief
1.5
introduction 1.1 CrossFit Kids aims to decrease childhood obesity by creating an excitement about exercising and providing the foundation for a lifetime of healthy 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 Crossfit 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 However, a lot of information seems to get lost in between Crossfit Kids’ incoherent brand image, outdated website, and its underdeveloped use of advertising and marketing.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.
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.
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. The 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 crossing each 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.
SWOT Analysis 1.4 Strengths
Opportunities
Affliation with Crossfit Community- like atmosphere Knowledgeable Staff
Technological Advances Growing Market Educate Consumers
Weaknesses
Threats
Incoherent Brand Image Little Advertising/ Marketing Outdated Website
Seasonal Demand Health Trends Intense Competition
Creative Breif 1.5 Commitment: For the most part, no two workouts are the same. Children and teens never get bored with each workout that keeps them excited about participating. Meaning: Crossfit Kids is a strength-and-conditioning program that is designed for kids and teenagers to help them develop a lifelong love of fitness. Authenticity: Crossfit is a fitness regimen developed by Coach Greg Glassman who defined fitness as increased work capacity across broad time and modal domains. Crossfit optimizes fitness by constantly varied functional movements performed at relatively high intensity. Differentatiation: Workouts provide measurable results by using varied, functional movements that deliver a fitness that is broad, inclusive, and scalable for its participants.
Value: Crossfit Kids values helping children develop a lifelong love of fitness by providing measurable results. Vision: Crossfit Kids aims to decrease childhood obesity by focusing on the importance of good nutrition that complements physical activity. Onliness: Crossfit Kids is the only gym with a community-like atmosphere that focuses on increasing functional movements and fitness of children through shorts, intense workout sessions with measurable results.
Process 2.0 Personas
2.1
Logo Development
2.2
Moodboard
2.3
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.
Susan Evans Susan Evans is one of the top and seasoned web designers at Creative Solutions International located 20 minutes outside of Hanover, Pennsylvania where she lives. She and her husband Tom have three children John, Daniel, and Sarah. Susan works from home so she is able 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 go into the mountains and hike. 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 get dressed, Susan prepares a quick breakfast of oatmeal and fruit. Susan walks the children to the bus stop to see them off to school. While the children are gone to school, Susan works on new design projects and emails 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 practice, which is nearby, while the boys stay after school for the science club meeting. After Sarah’s dance rehearsal, Susan goes back to the school to pick up John and Daniel. The family goes home where Tom has already prepared dinner for the family. After eating dinner, Susan helps the children with their homework and let’s them watch a movie before bed.
Logo Development 2.2
Original Logo
Revised Logo
Cross i t K id s Sizing and positioning of the logo is essential for optimum legibility. The clearance space surrounding the logo should be a minimum of the length of the “C� in the logo. To maintain the integrity of the logotype, the logo should never be smaller than an 1� width.
Mood Board 2.3 A campaign is needed because CrossFit Kids has so much great information about functionality, the importance 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 primary purpose of the campaign is to increase Crossfit Kids’ ROI by making the company more visible to potential consumers. The rebranding campaign will increase awareness of the brand, elevate the brand essence through elements of design, and create a loyal following. The campaign seeks to separate Crossfit Kids from its competitors by emphasizing Crossfit Kids’ differentiating factor and creating a larger media presence. The campaign will emphasize Crossfit Kids’ “parent- approved” nature offering a safe, nurturing, and fun environment while remaining hip and relevant.The uniqueness about the campaign highlights what makes Crossfit Kids dif-
ferent from any other company that specializes in children’s health. It is important to show that the brand is fun but it also important to show the importance of good health and nutrition. My vision is to do this in an exciting and nonthreatening way. The essence of the campaign is Bright, Youthful and Charismatic. Crossfit Kids makes children feel like champions by creating an expressive, yet, nurturing environment. Whether its through the character Champ the Chimp, the images of strong, healthy, happy children, or the colors and textures; Crossfit Kids displays a liveliness and upbeat spirit that’s inviting to parents and children alike.
Style Guide 3.0 Logo Usage
3.1
Typography Guide
3.2
Brand Colors
3.3
Imagery
3.4
logo usage 3.1 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,
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
Typography 3.2 DK Bergelmir
Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
!@#$%^&*()
!@#$%^&*() Kristen ITC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Brand Colors 3.3
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
C7M6Y0K0
R 51 G 72 B 207
R 211 G 237 B 127
C 84 M 75 Y 0 K 0
C 20 M 0 Y 70 K 0
Imagery 3.4 Meet Champ the Chimp Champ is the character that is the highlight of the interacivatie media and games for children. His charismatic and playful nature steals the heart of children and makes them eager to play and learn.
Design Solutions 4.0 Infographic
4.1
Print Media
4.2
Social Media
4.3
Merchandise
4.4
Mobile Devices
4.5
References
4.6
Infographic 4.1
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.
social media 4.3 Social networks provide additional benefits such as privileged access to customers, immediate discovery of customer needs, and client referrals resulting in new clients and additional revenue. This close proximity allows Crossfit Kids to deliver superior value in customer relationships (Agnihotri, Kothandaraman, & Kashyap, 2012). Research on Crossfit Kids’ target audience shows that social media is a large part of their customers daily lives. With Crossfit Kids being at the cutting edge of technology, consumers are bound to see the value in Crossfit Kid’s, creating meaningful benefits, trusty brand relationships, and security that will lead to potential loyal customers (Muk, 2013).
“Changes in the social landscape have served as bridges between organizations and markets.�
Merchandise and Apparel 4.4
Crossfit Kids’ merchandise and apparel allows consumers to be a part of the brand and feel part of something bigger than themselves. Apparel and merchandise include a range of items from T-shirts, ball-caps, water bottles, gym bags,and etc. Such a vast range of items offer items suitable for any lifestyle. All apparel and merchandise include at least one, but are not limited to, thewordmark, the brandmark, brand character, or tagline.
“Great brands create a kind of tribe.� - Marty Neumeier
Mobile Application 4.5 The Crossfit Kids’ mobile application includes information about the fitness program and games for children. This will separate Crossfit Kids from the competition by starting the learning process and beginning interaction without even being at an actual location. The fitness journal is directly downloadable to tablets and smartphones. It is a great way to keep members involved and up-to-date. This makes information readily accessible.
“Our devices have become second nature. Wherever we go, they go.� - Alina Wheeler
References 4.6 References: Ace’s Top 10 Reasons Children Should Exercise. (2003). Club Industry (07478283), 19(9), 64. Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing “Social” into Sales: The Impact of Salespeople’s Social Media Use on Service Behaviors and Value Creation. Journal Of Personal Selling & Sales Management, 32(3), 333-348 Baker, S. (2008). Why Twitter Matters. Bloomberg Business Week Technology. Retrieved from http://www.businessweek. com/stories/2008-05-15/why-twitter-mattersbusinessweek-business-news-stock-market-and-financial-advice Byrnes, Deborah. (1983) Color Associations of Children. Journal of Psychology. 113,247-250 Crossfit Kids. (n.d). Retrieved from http:// crossfitkids.com Imagery Majestic. (2012). Smiling Sibling Lyiing in Lawn. Retrieved from http://www.freedigitalphotos.net/images/Friends_g364-smiling_sibling_Lying_In_lawn_p89306.html Kalb, C., & Springen, K. (2005). Pump Up the Family. (cover story). Newsweek, 145(17), 62-66 Levens, Michael. Marketing, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file. Muk, A. (2013). What Influences Millennials To Like Brands On Social Media?. American Academy Of Advertising Conference Proceedings, 84 Ocal. (2010). Monkey Jumping on Rope. Retrived from http://www.clker.com/clipart-monkey-jumping-on-rope.html Ocal. (2007). LCD Widescreen Hdtv Monitor. Retrieved from http://www.clker.com/clipart-13521.html Ocal. (2008). Plain Printing Paper Sheets. Retrieved from http://www.clker.com/clipart-plain-printing-paper-sheets.html Ocal. (2010). Monkey Jumping on Rope. Retrived from http://www.clker.com/clipart-monkey-jumping-on-rope.html Ocal. (2012). Tablet Clip Art. Retrieved from http://www.clker.com/clipart-tablet-1.html
PhotoStock. (2011.) Image of Caring Mother Embraing Her Son While at The Park. Retrieved from http://www.freedigitalphotos.net/images/Family_g212-Image_Of_Caring_Mother_Embracing_Her_Son_While_At_The_Park_p33344.html Photostock. (2011.) Kid Hanging On Jungle Gym. Retrieved from http://www.freedigitalphotos.net/images/Playing_g398-Young_Kid_Hanging_On_Jungle_Gym_p35698.html Photostock. (2011.) Kid Hanging On Jungle Gym. Retrieved from http://www.freedigitalphotos.net/images/Playing_g398-Young_Kid_Hanging_On_Jungle_Gym_p35698.html Report Linker. (n.d.). Fitness Industry: Market Research Reports, Statistics and Analysis Retrieved from http:// www.reportlinker.com/ci02154/Fitness.html Sifferlin, A. (2014). Couch Culture: Only a Quarter of U.S. Youth Get Recommended Exercise. Time.Com, 1 Stock Images. (2013). Energetic young Child Jump High. Retrieved from http://www.freedigitalphotos.net/images/energetic-young-child-jumping-high-photo-p171526 Stock Images. (2012.) Girl with dumbells. Retrieved from http://www.freedigitalphotos.net/images/Healthy_Living_ g284-Smiling_Girl_Working_Out_Dumbbells_Above_Her_Head_p109981.html Stock Images. (2012). Family Running in Outdoor. Retrived from http://www.freedigitalphotos.net/images/Family_g212-Family_Running_In_Outdoor_p107397.html StockImages. (2013). Mother and Daughter in A Restaurant. Retrieved from http://www.freedigitalphotos.net/images/motherand-daughter-in-a-restaurant-photo-p208307 Totya.(2012). Children Laugh. Retrieved from http://www.freesound.org/people/totya/sounds/155670/ Weber, Andrew (2013). Fitness Industry Analysis 2013-Cost and Trends. Retrieved from http://www.franchisehelp.com/industry-reports/fitness-industry-report Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.