Retail branding is a highly specialized and challenging field. It takes the right combination of strategy and art direction to create a highly effective and memorable retail brand. The sheer number of logo applications (stationery, interior and exterior signage, apparel, etc.) makes for a challenging production assignment as well. In this case, the client came to Red Rocket with a dream, and more importantly, the passion, energy and drive to realize that dream. They saw a significant opportunity in West Vancouver to establish a well-appointed work out facility that’s directly connected to a cutting-edge fitness fashions boutique. The idea being that it’s important to look good to feel good. And to feel good, you’ve got to work out.
After a thorough name search, the client finalized, “Forma,” a Latin word that means shape or beauty, which connects immediately to both the product and service offering of the company. The final full name, Forma Athletics + Apparel, helps the audience understand the nature of the business including both its state-of-the-art gym facility and innovative product lines.
We knew that this significant branding assignment had to be visually compelling and appeal to a lifestyle oriented market. After a thorough discovery process Red Rocket’s creative team established an elegant brand identity that features a modern typeface and a dual-role icon – reflecting the two separate, but related, retail offerings. The mark was approved on the spot, along with an alliterative positioning line — Form. Fit. Function — developed to define the benefits of Forma’s competitive advantage.
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Once the brand identity was established, we set out to apply it to a wide range of applications with a focus on a captive north shore audience. We developed a compelling stationery set for day-to-day business needs and a dual-cover rack brochure featuring the retail store on one side, and the gym on the other. We then moved onto the retail environment and worked with respected interior design experts, Ledingham Design Consultants. We applied the branding elements to the interior and exterior signage, interior-design elements for both the gym and the store (including very clever door handles for the entryway), shopping bags and most importantly, detailed and clear art direction for the application of the Forma identity to their own line of fitness wear.
An important and successful element of this assignment was the photography. Vancouver photographer Raeff Miles was hired to handle the shoot. Red Rocket’s senior designer, Angela Thiessen, established the bold black and white look. The talent pool was drawn from the gym’s fitness professionals to provide a high degree of authenticity. The final imagery establishes Forma as a professional, distinctive and modern fitness brand. The objective was to ensure the photography was “inspiring.” We want the target audience to say, “Wow, I want to look like that — I need Forma.”
A necessary tool for any business today is a website. Red Rocket designed and developed a brand consistent, and content-managed website (www.FormaAthletics.com) that allows the viewer easy access to both sides of the operation. The site features great photography, a strong colour palette and an intuitive navigation (not to mention plenty of information on class schedules and new products).
Forma Athletics + Apparel opened in early August of 2010 with its best foot forward and a retail branding platform that inspires a healthy and stylish north shore lifestyle.
