Branding

In Spring 2020, I was assigned to create the concept, logo, and branding for an athletic apparel company along with logos for two subsidiaries. The two subsidiaries were also of my own creation. I chose to create a fictional clothing company called Serotoning, whose mission is to encourage everyone to work out more, regardless of what stage they are at to feel better, mentally, spiritually, and physically. The name Serotoning is a play on the brain chemical serotonin which is released during exercise, and toning, which of course is related to working out. Serotoning promises that whether your workout is heavy lifting, running, vinyasa yoga, hiking, or core-intensive zumba, “we have what you need to look and feel your best while you get your serotonin fix. We’ve got you covered for wellness from head to toe, inside and out.”

The two fictional subsidiary companies that I came up with and created logos for were Endorfins, a fictional athletic apparel company specifically for water related sports, and Hippocampus, a fictional app targeted towards college students helping them identify affordable workout/exercise classes near them that align well with their class schedule. The name Hippocampus was chosen because it is the part of the brain responsible for most memory retention and exercise helps expand it. So the idea is that the more you work out, the better your ability to learn new information, do well in class, and grow!

With Endorfins, the idea is similar to Serotoning (the parent company), where the more you work out, the better you feel. The name is a play on endorphins, another brain chemical released when working out that increases happiness. The name works well because of that and also this apparel company it is for water sports apparel and the word “fins” has a connotation with water. I also created a Graphic Standards Guide which included collateral materials, using photographs taken by others listed as free for use.