CoverMe. Fitness
CoverMe. is a fitness app that matches talented freelance instructors with inspirational studios, making sure that exciting group exercise classes happen – every time. Until now, securing cover has been time consuming. The CoverMe app frees up instructors and studio partners to deliver the very best group exercise classes.
The CoverMe. approached me to expand on the company’s branding and fully flesh-out a visual identity and art direction, clearly communicating their value to their target audiences.
It was key to create an overarching concept visualising the duality between target audiences.
GOALS
Introduce the full brand identity to the world.
Elevate the identity and make it to stand out as a reliable, energetic and personal.
Communicate mission and vision more clearly, and connect both audiences: fitness instructors and venues.
STRATEGY & CONCEPT
After competitors research and speaking with the founders it was clear that the key visual concept is the duality of two target audiences and how they connect.
I developed an overarching ‘split image’ concept for hero visuals and animations: a diverse range of instructor portraits, split in the centre with two different image treatments, both facing the viewer directly. By using a singular visual, you can represent the fitness instructor and the different fitness venues at the same time.
A personal touch was added through hand-drawn elements like arrows, circles and mark making in combination with grainy image treatments unifying assets from different budget-friendly sources.
Overall my project work included Art Direction and visual brand strategy, website design, explainer video animations / motion graphics and visual social media strategy as well as creating brand guidelines and logo animations.
Credit: Original logo mark and creative advisor – Elodie Sibony.
