Legendary Training Program

I spearheaded the creation of this brand from the ground up, focusing on developing a personalized and inspiring brand experience. Collaborating closely with Coach Eduardo Luján, Coach Eduardo Luján, I develop a brand and visual identity that reflected his holistic training philosophy. From creating the brand personality and logo to designing intuitive icons for different programs and even custom t-shirts for the apparel line, every detail was thoughtfully considered to build a cohesive and motivating brand experience that accompanies clients on their physical and mental transformation journey. As a result in the first year, there was a 12.2% increase in engagement, and a 7.3% increase in customer acquisition.

Context and Challenge

Legendary is a fitness brand providing progressive, healthy programs to help athletes reach their goals and transform physically and mentally.

The main challenge was breaking into the market, The fitness industry is a fiercely competitive landscape, saturated with established brands competing for consumer attention.

Launching 'Legendary Training Program' in this environment presented a unique set of challenges. To effectively break through the noise and capture the attention of fitness enthusiasts, it was needed to develop a compelling and differentiated brand story, supported by a strong visual identity that would resonate deeply with our target audience.

Project Goals

01.

Create a visual identity and brand story that reflects the business’ personality and spirit.

02.

Design a scalable brand to be used across different platforms

03.

Apply the brand to key touch points in order to create impactful communications

Research and Discovery

Competitors Research

To identify our main competitors, I surveyed 25 CrossFit athletes. The survey revealed a preference for foreign brands, but also a growing trend toward local trainers and AI-powered workouts. Many athletes reported a lack of post-injury support. A visual analysis of these brands showed a preference for minimalist designs and the use of high-performance athletes as brand ambassadors.

Brand creation

Knowledgeable: Staying up-to-date on the latest developments in the fitness and health field
Committed: Dedicated to her clients' success
Social: Fostering camaraderie and connection
Bold: Confident and unconstrained

The target market consists of young adults aged 20-40 with a medium to high income who are seeking to improve their physical fitness. This includes high-performance athletes, individuals recovering from injuries, and those starting an active lifestyle.

Based on the brand definition and target audience, we conducted an extensive brainstorming session exploring names inspired by Greek mythology. Through free association and rigorous research, we selected "Legendary" as the primary name. This choice, along with program names like "Zeus' Thunder," "Hercules' Might," "Artemis Sculpt," and "Apollo's Agility," creates a strong and memorable brand identity, which were key requirements for the client.

The Logo

To meet the client's needs, I created a scalable logo suitable for both their apparel line and gym. Centered around the text 'Legendary,' the design is versatile and can be used in various applications. The inclusion of 'training program' is optional, providing flexibility for different uses. Additionally, I designed a set of badges to represent each of training programs.

Brand Visuals

Printed and digital materials for brand communication across various platforms.

Social Media

To achieve the goals, I developed a tailored social media strategy. This involved creating a customized content calendar with a mix of visuals for different platforms, including Instagram Reels, posts, and YouTube videos. By working with a video production company, we ensured our content was engaging and effective. As a result, we saw a 40% increase in followers, a 12.2% increase in engagement, and a 7.3% increase in customer acquisition in the first year.

Posts Content

The images designed for Instagram were meant to serve as both unique pieces and templates for future use, ensuring brand consistency.

Alongside creating the visual content, I also crafted the captions for the posts, which included researching relevant hashtags for the brand.

Legendary Apparel

I created a customized line of athletic wear featuring t-shirts, hats, hoodies, and socks. The designs, which vary from classic to limited-edition seasonal styles, are tailored to meet the unique preferences of our customers.

Website Content

With the client’s future website in mind, I implemented a UX writing project to develop a clear and consistent voice and tone for the digital experience. This ensures that information is easy to understand and users can quickly find what they're looking for.

Competitive analysis: Building on the previous brand research, I extended the analysis to competitors' websites.
Empathy map: Identified key user needs and challenges.
User personas: Created user personas to define tone of voice and user flows based on user goals.
Content prototype: Utilized a "this, but not that" structure to define the brand's voice and tone for the website.
Wireframes with copy: Developed wireframes for key pages, including final copy, to establish the foundation for the future website and platform.