PERFORMANCE LOGIC
Extensive collaboration, narrow brand positioning, & forthright web design in an industry in need of integrity.
Published 8/1/2020
Brian White is a certified strength and conditioning specialist who shared with me that an abundance of misconceptions about exercise are preventing people from reaching their goals. Brian saw the opportunity to guide people with what he learned from his education and years of experience.
How might we establish Brian as an authoritative trainer with premium services?
Design his identity system
Create his website
Prepare him to manage it on his own
I used TheFutur’s brand attributes template from the CORE Discovery Framework to begin the identity design process. We collaborated to list defining attributes and I selected those that were common, emphasized, or visual.
A dichotomy emerged between groups of similar attributes.
I then curated visual representations of these terms to influence the identity.
The first concept uses a frosted glass background, brushed aluminum textures, and silver gradients, reminiscent of mechanical engineering and materials science to affect professionalism, precision, and reliability.
Atom shells and electrons reinforce the scientific emphasis of Brian’s training methods while bold and italicized characters imply strength and motion.
Performance Logic’s technical drawing theme represents Brian’s scientific methodologies with blueprint graph paper and geometric elements, yet maintains authenticity through organic marker strokes.
Brian's differentiating factor is sensibility and honesty in an industry abundant with misinformation and misdirection. Effective exercise requires diligent adherence to scientific principles which are the foundation of his training. I positioned his brand as the authoritative provider for those who would appreciate the truth and honor the principles.
Using Adobe XD, I instructed Brian to fill in the copy of a common campaign page structure. Once revised, this guided visual design.
I adapted the layout of the technical drawing theme and designed a unique way to visualize each message.
An efficient workflow allowed me to implement this in a matter of days.
We worked on this as a side project for over a year with many long breaks and inefficient context-switching. I plan to commit myself to fewer simultaneous projects to minimize this cost.
Both Brian and I obsessed over small details, tried to foresee every problem, and considered every possibility. We focused too much on things that wouldn't have a significant impact on KPI's. We should have implemented and tested minimum viable products until we reached our goal rather than placing so much value on our assumptions and a theoretically perfect process.
I extended myself to photography, content strategy, and copy writing. Although I see value in learning skills outside my specialization, this comes with the sacrifice of depth. I've experienced enough breadth and plan to delegate tasks outside of strategy and UI/web design.