Platinum Athletics Brand Identity
CUSTOMER PROBLEM
Platinum Athletics relies heavily on Instagram for their lead generation—leveraging the app’s features to direct customers to a clunky and confusing 3rd party e-commerce site where customers can purchase fitness or nutrition programs and learn more about Platinum’s business. With no obvious answers or FAQ section, customers kept messaging the owner seeking clarity around Platinum’s offerings.
BUSINESS PROBLEM
Frequent inquiries were consuming valuable time for the owner, averaging up to an hour daily.
Being a high-end personal training business catering to a mid/upper class clientele, Platinum's customers are accustomed to and willing to invest in top-tier services and experiences. Unfortunately, the customer journey didn't align with the credibility of the services offered, creating a brand image misalignment.
SOLUTION: NEW BRAND
It was clear that we needed to improve the customer experience and strengthen the brand by creating a cohesive brand image that conveyed professionalism consistently across various touch-points.
We opted for a brand overhaul that aligned with their marketing strategy–where the customer journey begins on social media and ends with them purchasing a custom plan. After a moodboard and brand vision discussion, we set out to streamline the customer journey and deliver Platinum’s new brand image including instagram specific templates, a new website with e-commerce features, and PDF materials that are sent to customers. And this is what we came up with!
BRAND MISSION
Platinum Athletics caters to a diverse audience aged 25-50 residing in the suburbs of LA. Striving for inclusivity, the brand is designed to resonate with individuals pursuing various health and fitness goals. Whether it's a 9-5 working mother aiming to tone up or a late 20s bachelor(ette) aspiring for more muscle, the brand embodies a unique, cool style, while radiating positivity, empowerment, and a sense of community.
LOGO
The logo prioritizes functionality, emphasizing readability when scaled down. Simplicity is paramount.
Choosing a wordmark as the logo, the focus shifted to infusing it with personality. A bold typeface and tight tracking were employed to evoke confidence and strength—two inherent qualities of joining the Platinum family.
For consistency, it's advised to keep the surrounding area free of additional elements. The designated clear space is equal to the width and height of the letter "M" to ensure the logo's integrity is maintained.
LOGO VARIATIONS & GUIDELINES
The default Platinum logo is monochromatic, appearing in black without subtext. For optimal impact, showcase the dark logo against a white or light-colored background. Conversely, employ the white version when placed on dark or busy backgrounds. Utilize the full logo in extensive external communications, where applicable, to effectively build brand awareness.
BRAND AESTHETIC
Mindful of the target audience, the aim for Platinum Athletics was to evoke a bold and robust feel without leaning excessively towards a hardcore image. Simultaneously, credibility and sincerity were pivotal. Incorporating a stylish and fashionable element reminiscent of the intersection between a SoCal fitness magazine and a sports apparel company was also a priority.
This vision was realized through a foundation of black and white with high contrast, creating a visually striking base. To balance this, warmer imagery was introduced to soften the contrast and direct focus strategically. The image content is curated to convey trust and a profound sense of a supportive, athletic family.
DETAIL PHOTOS
MOBILE-FIRST WEBSITE
Given the customer journey begins on mobile devices, it was imperative that the user experience was tailored and optimized for mobile.
INSTAGRAM TEMPLATES
A significant portion of Platinum’s customer journey initiates on social media, it is crucial for their brand to make a compelling impression in that space. Presented here are template examples designed to incorporate the brand colors and voice specifically tailored for Instagram posts
BRAND SWAAAG
The Platinum logo, accompanied by its high-contrast color palette, exudes a bold and edgy demeanor, strategically crafted to resonate with a more fashion-forward and contemporary audience.
