Tools Used
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I began work with this client, Bergman Performance, on a branding project. With no design assets, the first step was working on a color scheme and logo.
My design process began with a request for details from the client. A brief summary of the target market, logo and styling preferences, and anything the client may be inspired by.
In summary, the response was a client-oriented brand offering products such as sports performance and nutrition coaching. For colors, the client's preference was one neutral color alongside blue, red, or olive/army green. For inspiration, he listed biomechanics, nutrition, strength, and conditioning as ideas to represent within the logo, and threw some ideas out for combinations of weight-room equipment such as barbells, and food.
Branding
Taking this information, I began researching branding within this industry. I found inspiration in various designs using fists as a representation of strength. I started exploring options of using the fist to separate a barbell in half, with the second half being a shape related to nutrition, such as different vegetables and utensils. I settled on a plant shape with a stalk and leaves, conveying an easily recognizable, but generic vegetable or plant. I deduced that keeping the shape generic rather than a specific item or food would assist in avoiding confusion over the industry that the logo represents, and keep the logo relatable and appealing to more consumers.
After completion, I combined the logo with the display font, Syncopate for its wide appearance and web compatibility.
Simultaneously, I worked on an applicable color palette. As requested, I used a shade of army green as the primary color, with dark teal as the secondary, along with black to use for most backgrounds. The green was changed to a darker shade in later drafts at the client's request.
In addition to the main logo above, I also designed a badge logo for more compressed or vertical applications, with color variations for light and dark backgrounds.
After minor client revisions such as a tweak to the shape of the fist and adding a third weight to the barbell, the branding project was complete. The Bergman Performance brand has been used on merch such as hoodies, sweatshirts, and t-shirts.
Web Design
Taking this project onto the web, I pushed to keep a consistent message of strength with sharp corners, large, bold headlines, and thick padding.
The website was a multi-purpose home page for the brand with a home page, about, contact, and e-commerce pages and functionality.
The team at W Strategies and I worked together to complete this web design project, and we are still updating the website and working with this client as of October 2022.
