Branding and Concept Development | Spring 2024

Kite Community Wellness Center

Project Description

To create a brand for a community wellness center that empowers individuals to pursue deeper community engagement through fitness, wellness, and community-based activities.

Primary message statement: Empowering members to navigate life’s windy skies together through proactive fitness, clinical health, and community life.

Mission: The facility will build recognition for healthy habits and stronger community. The brand and business environment are uniquely designed to foster trust, inspiration, growth, and wellness.

Target Market: Young adults seeking authenticity and social connections through an active, healthy, and safe environment.

Impact Statement: The brand messaging and imagery will excite the target audience to join as members and invite their friends. The bright colors, uplifting imagery, and bold designs encourage individuals to explore new ideas and activities and allow the “winds of life to carry them to soaring heights,” embracing adventure through the joy and strength of community.

Concept Development

Name generation focused on supporting three main themes: community, freedom, and adventure.

Names considered were: Dawn, Horizon, Blueprint, and Compass Rose—each of which allude to exciting paths to be explored, and call to mind strategy in the pursuit of opportunity, hope, and excitement.

Looking to project and enjoyable, bright tone, I further explored Kite and Aurora and their corresponding visual concepts.

With an optimistic, welcoming, and fun identity, Kite’s visual concept better addresses the target audience’s need for a unencumbered, safe and authentic community center.

Concept 1: Kite explores bright colors and playful imagery to excite individuals by reference to positivity and possibility.

Concept 2: Aurora utilizes soft hues and imagery to create a calm, comfortable, peaceful environment that is welcoming in a gentle, dreamy way.

Wordmark Process
I started sketching concepts by altering elements of various typefaces. I began to focus on creating the “i” in Kite to represent a person. The typeface Capitolium was chosen for its clean, defined serifs and curves that give it a feeling of stability and excitement.

The morph of the serif of the “K” into a kite became the foundation of the brand to recall not only the name of the center when the “K” is seen alone, but also to pay homage to the creativity and freedom the brand represents.

“Kite” in the original typeface Capitolium before alterations were made:

Montserrat was chosen as the typeface for additional text in the brand identity. The open apertures and wide letterforms contribute to its legibility. The simplicity of the letterforms keeps the text clean and undistracting.

Final Wordmark Solution

The Kite brand identity utilizes a bright sky blue and vibrant green gradient to symbolize the earth and sky, and call to mind cleanliness, growth, freedom, and community.

The “K” of the wordmark became a versatile, adaptable, standalone mark for the center, and it projects the primary brand messages of optimism and uplifting community. It is visually durable and easily recognized at smaller sizes.

Kite Community Wellness Center is strategically divided into three main departments that match the needs of its members and provide them with the resources for cultivating healthy habits and fostering stronger community.

Each department resides in its own wing of the building, and their identities and are consistent with the overall Kite brand identity, yet they include unique visual elements and color palettes that are matched to each department’s services. This also works as a subtle visual wayfinding system. The three department icons are imbued with elements of the Kite wordmark to keep a consistent look.

To build on Kite’s brand identity of being a desirable desintation to freely enjoy participation in health enhancing and community bonding activities, it was essential to create dynamic, uplifting graphics, with layered imagery and messaging, that reinforces these aspirations.

I chose to pursue this visual concept to show a study in consistent design strategy within a brand, but distinction within each element so each design can stand alone.

The Proactive Fitness Department encourages individuals to pursue healthy habits through a selection of fitness classes, one-on-one coaching, gymnasium equipment for personal use, and a range of sporting activities.

Various amenities found in this wing of the center include: a gymnasium, indoor and outdoor sports courts used in coaching or organized games, an athletic pool, etc.

Department brand identity:

Imagery: powerful, active, and inspiring.

Accent color: purple to represent endurance and overcoming obstacles.

The Clinical Health Department offers regular check-ups with trained professionals, emergency services, and other scheduled appointments with physicians.

The department is equipped with the professional medical equipment that meets the standard needs of the community center members.

Department brand identity:

Imagery: clean, professional, and medical.

Accent color: white to represent cleanliness, trust, and new beginnings.

The Community Life Department offers assorted activities such as meals, counseling, and games that encourage members to spend time with one another.

Various amenities found in this wing of the center include: a leisure pool, indoor and outdoor hangout areas with fire pits, food courts, and sports courts used in leisure and unorganized fun, etc.

Department brand identity:

Imagery: happy, inspiring, and communal.

Accent color: orange to represent togetherness, positivity, happiness, and warmth.

Social Media

Business Card

Billboard Ad

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LinkedIn • Photography • Animation