Impulse

Visual identity development for the fitness brand ImPulse by health and performance coach Zanda Zariņa Rešetina. The project’s challenge was to create a friendly, but bold and sexy visual identity, and refer to movement, energy and physical activity. My task was to develop patterns, mockups, applications and brand guidelines.

Client: Zanda Zariņa Rešetina, im-pulse.lv In collaboration with: planktones.studio

Branding │ Visual Identity │ Brand Assets │ Branded Content │ Brand Guidelines

The logo is made of a “ball” symbol, brand name and tagline. The central logo element is the “ball”, which serves as the “impulse” for motion and activity by visually depicting brand promise – to be the impulse to focus on an active and holistic lifestyle in the long term. Tagline is made as a flexible and playful element.

The graphic motifs of the brand’s identity are made of lines that visually represent breath/exhalation and pulse rate in different physical activities.

Patterns with low color contrast and soft lines characterises calmer activities, such as yoga or a long walk. And for the energy charge – motifs are in bright color with high contrast and the wave of the line is very pronounced. Just as the breath/exhalation and pulse becomes faster and more frequent, the patterns are also getting stronger and more energetic.