Positive branding is an important part of any businesses promotional weaponry.
I have just finished rebranding a local business originally called Active Melton & Rutland; their rebrand has become a positive story which has come out of a mix up at a recent awards ceremony.
When they rang me to tell me what had happened I quickly realised my next branding project would also involve brand name creation.
Straplines have always been a major part of my branding work but name creation is becoming an increasingly larger area of my services. The reason being that all the website domains have been bought – you have to be able to think outside the box to find a unique name that you will still be able to buy the domain for.
So how do you develop a brand name for a business that teaches kids how to be physically confident and get fitter? It sounds like a fairly abstract concept until you think about the depths of this. If kids are physically confident they will be able to move around with ease. They will be happier in themselves. They will be confident enough to feel they can ask questions. They will be open to learning. I figured it was like making them streetwise – especially important as we live in a very rural area. Hence the word “urban” became a part of the branding.
Once we’d agreed the name I came up with some expressive marks that we could design the logo from. I sourced a typeface to give it a slightly urban feel – graffiti like but not too aggressive. It was aimed at primary school kids after all. I was also keen to ensure the brand was gender neutral – a non binary logo which did not have any female or male slant was an important part of the brief.
I designed the graphics to be vibrant and colourful with a bit of edge. I kept the layouts quite clean with some dynamic angles and use of colour.
The photography session was great fun. Loads of squealing children all wanting to be the star (for the most part anyway!) We had to get permission from the children’s parents to photograph the children in their school pe session which as Urban Movement Primary are such brilliant organisers was pretty straightforward. The balance bike session was focussed (although a bit wobbly in places!) and the intervention session I could really see the point of. Girls football was freezing but excellent, Urban Movement got a lot of commitment from the girls on such a cold day – my fingers were blue but at the end of it Urban Movement Primary had a bank of useable photographs.
The illustrations came out of wanting to make Urban Movement Primary feel focussed and contemporary – like their teaching. They are very much in my style of photo illustration but a lot cleaner than I usually create.
All the graphics were used in the website template as well as in the marketing material. I designed their Facebook banners & twitter banners so they could start marketing from a branded beginning.
If you are interested in exploring how Well Street Studio could visualise your brand give me a call or drop me a line. Always happy to chat by email or phone.
The Urban Movement Primary website link is below if of interest.