Art Direction, Identity
Transamerica’s Active Lifestyle division asked us to develop a brand identity and logo for a new product/program that integrated a health-monitoring app with their current life insurance products. Fit4Life was targeted towards the active segment and we conducted research to understand the current landscape of fitness-tracking apps and sports brands. I was in charge of coaching my team, guiding the visual direction of each design, and understanding the marketing objectives of the product. I lead the discourse with the client from inception to presentation to consumer testing. Within my design team, we explored, developed, and evolved a set of 3 distinct logos through a lot of discussion and debate, brainstorming sessions, and group creative-thinking exercises.
Art Direction, Client Relations, Logo Development
Maryam Mohseni, Breon Waters, Dat Nguyen