[BACKGROUND]

Efren is a NYC-based certified personal fitness trainer whose been in the industry for over 5+ years.  He offers training sessions for clients looking to improve their health, however, it was usually through word-of-mouth, or through passing a business card he created.

[My Involvement]

I advised him to start branding himself as a business (by going under the name "EJA Fitness"), and presented concepts for logos, business card and other marketing items.  A website was created from scratch as well which I designed and coded (utilizing a customized Squarespace template.)

[The Logo]

Orange happened to be Efren's favorite color, which in color theory is associated with energy, determination and heat - all words that he wants aligned with his style of training.  When orange is implemented on marketing items, the collateral would make a loud statement because it's a disruptive bright color.  The icon within the logo is a monogram-style design of his initials constrained in a square format, ensuring his icon will fit snuggly in any online avatar platform, as well as be used as a minimalist branding element for collateral items.

[Marketing collateral]

Once brand guidelines were established, items such as business cards, workout t-shirts, and stickers were designed.

Shirts would be worn by him when training, as well as give to his clients as a advertising tool, showcasing his website information on the back of the apparel. 

The stickers were produced for guerrilla marketing tactics, where stickers will be placed at random spots around the city.  A stylized phrase boldly states "no magic tricks or gimmicks, just good old fashion fitness", followed by his website information.