Belong
This project involved developing the marketing strategy (including positioning and visual identity) for a fitness studio in Bangalore, India, that is redefining physical training for adults.
This is an ongoing project—check back in for updates!
The base-typeface and the subsequent alterations made to each letterform make for a primary logo that's smart, constructive, practical and scientific—all major facets of the Belong brand.
The secondary logo is composed of an oblong shape around the primary 'b'. This mark speaks to Belong's inclusive, supportive approach to training and acknowledges the flowing, dynamic nature of the work they do.
The entryway signage features Belong's primary logo in the same colour as the background it sits on—enhancing the space's feeling of openness. The letters have three-dimensionality and are lit to enhance their depth—giving them a strong presence even in the absence of a contrasting colour.
Interior signage in the context of the space
My work with Belong began with developing a marketing strategy—starting with its positioning, and then moving on to its visual identity.
I started by working with Belong's founders to identify the brand's pillars. Once these pillars—'holistic', 'cohort-based', 'empowering' and 'scientific'—were defined, the brand strategy followed: To position Belong as an intelligent and empathetic partner around the pillars that differentiate them.
The process of honing in on the final visual identity involved exploring four distinct approaches—each of which spoke to all of Belong's unique offerings, while emphasising certain attributes more than others.
The mark saw many iterations—these were some of the final options that were in the running on our journey to choosing the winner.
Belong's website is written and designed to allow prospective clients to quickly understand what makes this gym's approach to training so special and successful.
The website’s hero is an ambient video designed to give visitors a glimpse into the beautiful, functional, and safe space.
As visitors scroll through the landing page, they're taken on a journey that's informative and easy to follow.
My Role
Development of Belong’s marketing strategy (including positioning and visual identity) and development of the brand’s collateral (including copywriting, design and animation of all the items in this gallery.)
This project is on-going—this page will be updated as it evolves.