Our complete branding process for AB Performance Training

Alison Berrisford is an exceptional performance trainer now working with pro and semi-pro athletes. When she came to us Alison had a few athletes on her books already but she wanted to expand her portfolio. She needed a brand that could speak to her target audience and one which exuded her experience.

We started by understanding Alison's business, where she sat in the competitor landscape as well as understanding her clients, both pro athlete and gym clients.

It was important during the transition to a client roster full of athletes not to alienate her roster of gym clients. To ensure this didn't happen, we conducted research and interviews with them to understand the brands they were consuming every day and to understand their concerns about the rebrand. This was presented back to Alison and formed the backbone of the next phase.

Next we explored possible creative directions with the client for the visual and creative aspect of our branding process. This took the form of what we call 'Stylescapes', where we gather together three curated boards each with a theme and each exploring ideas ranging across colour palettes, typography, art movements and so on.

At this stage we are looking at works done by others, some famous, some not but all, as a set, designed to hone in on a creative direction.

Alison knew that she needed to elevate her branding so that is sat easily with other brands in the arena she was perusing. Having served her well to this point Alison now needed a brand which represented her skill, knowledge and experience.

We crafted a new brand mark that which could do all those things while becoming at the same time, gender inclusive, clear to read and also bringing meaning to the colours by tethering red, the colour of energy and vitality to Alison and purple, the colour of aspiration to her clients.

All this and at the same time bringing the essence of her old branding through to maintain continuity with her old brand mark.

However, the brand mark came last but it was perfect because it came out of the research and discovery that proceeded. From Alison's values and vision through to the feedback that we gathered during the process. We set the style direction in workshops with the client before applying it everything we had learned.

This is how it turned out: