December 2018 Envibe brand creation

The brief

Create a trademarkable brand name, brand promise, logo and visual identity for a new software product for gyms, with very little prior product knowledge and no branding agency, in just one week!

The approach

The process kicked off first thing on Monday morning, when I facilitated a brand discovery workshop with key stakeholders from across the business including the CEO, General Manager, Sales Manager, and several software developers.

This process was designed to generate healthy debate and draw out perceptions of how the product was viewed by staff and clients, and to work through how they would like it to be perceived in the future.

As well as identifying key words that would feed into the brand positioning, the workshop provided insights into the brand’s point of difference: the fact that, underpinning its sleek interface the software had a rigour and strength that set it apart from competitors.

By Tuesday afternoon, after much discussion and sharing of ideas, we had a brand name: Envibe. This combined the words “strength” and “vibrance”, and could be used as a verb – we envibe your business to help it succeed.

We also created a brand promise: innovation meets simplicity. This reflected the fact that although the software was cutting-edge, it was also easy to use – a key differentiator in this particular market.

Before settling on the brand name, I undertook the relevant searches to ensure it was truly unique and could be trademarked in Australia if this was required in the near future.

I briefed the designer and guided the process of creating the visual identity, providing creative direction around colours, fonts, and the logomark to achieve a look that would stand out within the fiercely competitive niche of gym software.

The results

One trademarkable brand name, one brand promise, one logo and a visual identity, delivered within five days.