CLIENT: Purely Physical LLC
THE NEED:
Mark Takach, Owner of Purely Physical LLC, a unique one-on-one training and weight loss program, approached us to help him take his product to the next level. Purely Physical’s goal of no nonsense, results-driven training has proven successful for the program’s clients, but in an oversaturated personal training market the out-dated brand/identity has gone largely unnoticed.
OBJECTIVE:
The goal was to create a brand from the ground up that better reflected the quality and purity of the client’s unique product. His previous graphic identity was clunky and unapproachable. The new look would have to evoke a feeling of health and purity, while at the same time reflecting a sense of strength and support. The logo would have to be approachable to his 35-45 year-old female core demographic while not limiting the audience to only that group. After developing the logo and identity, we then created Mark's website.
RESULTS:
The resulting logo and identity system can be seen at right. Our approach was to keep it simple and clean. We did this by choosing a palette that had a calming, yet solid presence (Pantone 368 C and Pantone 2935 C). As for the logo itself we used the letterforms of the double “p” in Purely Physical to create a human figure, thus evoking strength and physicality. Our approach with the website (still in development, comp at right), was to create a site that would work as the hub from which all other forms of social media would begin and end. The goal is to maintain a social media presence through the use of Facebook and a monthly newsletter.
CLIENT: Ty Hyderally & Associates
THE NEED:
Ty Hyderally, owner of Ty Hyderally & Associates, P.C. contacted The DSM Group to create a new identity for his growing employment law firm. As one of the largest employment law firms in the state, the client needed a logo and identity system that more accurately reflected his aggressive (and effective) track record. With a relocation in the near future, we suggested that the rebranding be launched in conjunction with the move.
OBJECTIVE:
The goal was to design an up-to-date, strong identity for Hyderally & Associates, P.C. by melding the old with the new, we sought to separate the firm from other law firms that have dated looks and identities. We wanted to set Ty's firm apart from the traditional, stodgy identities that are commonly used among his competition. Without a complete departure from the traditional we set out to create something lasting and different. Ty and his group really believe in a bulldog approach when it comes to protecting their clients. Our solution needed to represent that message without over dramatizing it.
RESULTS:
The resulting logo and identity system can be seen at right. The final solution creates a strong, lasting mark that reflects our clients modern mentality while still respecting the tradition of the practice of law. This was achieved by combining an uppercase letterform with the simplified imagery of a stone column. We saw an opportunity to really set ourselves apart from the competition by exploring a non-traditional palette. Taking a page from the corporate world, we approached this aspect of the logo development as thought it were a branded product. The resulting palette can be seen at right. We applied the logo to heavy off-set printed business cards and elegant, textured letterhead.
