Rooted in the values of wellness, fitness, and health, Benjamin (BMoor) is a personal trainer and holistic coach who resonates with individuals seeking a balanced lifestyle. He goes beyond physical training to offer a complete wellness experience. His target demographic is anyone looking to complement physical support as they work towards their physical and spiritual goals.
The Challenge
I worked with BMoor to create a brand that embodied his identity into a personal training business. The brand needed to feel professional and warm while emphasizing the energetic, supportive spirit that BMoor brings to his clients. The initial identity directions tested different relationships between the BMoor name, a sun symbol, movement, and apparel application. The selected direction was refined into a main logomark and a flexible lockup system for the existing BMoor Fit, BMoor Hydrated, and BMoor Alive offerings.
The brand was centered on vitality and warmth.
Art Direction
Solution
The final system connects the parent BMoor identity with its existing Fit, Hydrated, and Alive offerings through a shared mark, typography, palette, and image treatment. I utilized the system to then create brand guidelines, a launched website and app, original photography, merchandise, and promotional videos.
Results
The result of this comprehensive branding project was a unified brand identity with flexible sub-logos that enabled the client to expand into new segments while remaining consistent. It also offered clients an elevated experience, while the new website and app streamlined client access and strengthened engagement. As part of this expanded visibility, the high-quality photography and promo videos boosted BMoor's professional presence.
"Working with Taylor was a dream come true. Her professionalism, attentiveness, and creative ability helped produce an outcome that was above and beyond what I expected. With her help I have been able to engage, receive, and retain new and current clients and take my business to the next level!"
Benjamin Moore
Credits
Client: BMoor / Benjamin
