Dana Buccheri was moving her personal training practice independent after several years of preparation. She needed a brand identity for the practice, named StrongWithDana, to summarize and promote her unique values. It will be a local brand with a focus on organic, word-of-mouth growth. We had a month to work. Her audience is primarily cisgendered, middle-aged women in north-side Chicago. Robin employed a method to create a suitable logo and website for the celebration of StrongWithDana.

I reviewed some key competitors for their SEO keywords as well as their brand aesthetics, and had strong findings.

Next, I developed three aesthetic directions. I wanted to conjure a calm energy - a friend who would coax you towards your goals, with kindness but also seriousness. We settled on primarily option B for the colorway, while taking cues from option A for typography.

The final result included a huge package of logo files. The hand pushing upwards captures the vertical lift I wanted to propel views into action, without relying on tired fitness imagery of weights or biceps. The crooked angles communicate the imperfection of the physical growth journey, and the typography is balanced between emphasis and gentleness. The colors are designed to be unique and set Dana apart from the pack while communicating the mood and tone of Dana herself and the values her practice espouses.