ryan mcclung.
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Brand strategy & identity / 2022

Balanced Body Labs

A clear identity for a new kind of wellness company.

A new health and wellbeing measurement company needed a name, voice, and visual identity that worked together. Commissioned by Chatter Buzz, I partnered with brand consultant Ken DeGilio to develop the brand from research and positioning through verbal identity, logo development, and guidelines for the agency’s rollout.

My contribution
Brand identity development with brand consultant Ken DeGilio, commissioned by Chatter Buzz
Design focus
Give a new health and wellbeing measurement company a coherent verbal and visual identity.
Decisions behind the work
01

Establish the foundations

Client and audience interviews, competitive review, personas, and a workshop informed the brand direction.

02

Connect language and visuals

Naming, story, messaging, typography, color, and texture developed as parts of the same identity.

03

Prepare the handoff

Approved guidelines and assets supported Chatter Buzz’s subsequent website development and rollout.

Balanced Body Labs — Balanced Body Labs, visual 1

Build from a shared foundation.

The engagement connected research, verbal identity, and visual development before the approved assets were handed off to Chatter Buzz. Brand consultant Ken DeGilio collaborated on the identity development.

Understand the audience and category.

Client interviews, competitive review, and target-audience interviews informed personas, a SWOT analysis, and a brand workshop. Together, these activities established the brand foundations, value proposition, and attributes.

Balanced Body Labs — Understand the audience and category., visual 2

Define the verbal identity.

The foundations informed the name, brand story, tagline, and messaging guidelines, giving the personality a consistent voice before it was expressed visually.

Balanced Body Labs — Define the verbal identity., visual 3

Connect voice with visual character.

Typography, color, and texture extended that direction into a visual language.

Balanced Body Labs — Connect voice with visual character., visual 4

Resolve a usable logo system.

Logo concepts were ideated and refined into two final lockups, with primary and secondary palette options for different applications.

Balanced Body Labs — Resolve a usable logo system., visual 5

Prepare for implementation.

Following client approval, brand guidelines and assets were packaged for Chatter Buzz to develop the website and roll out the identity.

Next projectVida Wellness View all work