Brand identity & art direction for a disruptive fitness start-up
Jovana Durovic
Brand Designer
Creative Director
Content Creator
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
ESTABLISHING THE CREATIVE DIRECTION FOR A DISRUPTIVE WORKOUT CONCEPT
BootyBelly is a fitness startup and a service platform that connects members, trainers, and different training locations (clubs, bars, parks, private houses, gyms, studios, etc.). The mix of booty and abs-focused workout classes can be found anywhere at any time, and the goal is to create a fitness community that would act as a network for collaborative creation by creating income for everyone. Also, BootyBelly is uniting two worlds, and it stands for the Booty Club (booty and leg workouts for females) and Belly Club (abs and core workouts for males).
I have been responsible for translating these disruptive ideas into a uniform branding strategy and leading its creative output (from logo design to social media pre-launch campaign). The main goal of the creative direction was to do a homage to 80s and 90s fitness aesthetics and focus on old-school training (free weights and sweat) to disrupt classic, modern gym imagery.
VISUAL IDENTITY | BRANDING STRATEGY | ART AND CREATIVE DIRECTION | SOCIAL MEDIA CONTENT CREATION | WEBDESIGN
