Cleveland’s Key Tower required completely new branding and web design for their upcoming fitness center and spa. Due to the rapidly-approaching opening date, we immediately got to work and began the task of building out two corresponding, yet separate, projects at the same time. I oversaw both parts to ensure consistency between the brand’s tone and what was required for the website.
Following the client’s request and how the brand identity was taking shape, we focused on creating a clean, open website design featuring ample negative space and clear calls to action. As the client was still in the middle of providing my team content, we focused on using large, subject-inclusive images to help offset the reduced copy.
One of the key requirements for this project was ensuring compatibility with the Mindbody platform. Mindbody helps gyms and spas manage scheduling, courses and recurring payments. During the website design and development phases, we kept this in mind to ensure no conflicts would arise with the necessary plugins.
For their brand development, the client was keen on combining elements of improving one’s physical appearance and mental wellbeing. It was heavily encouraged to view this as our ‘natural’ state of being, but due to the stresses of modern life we’re losing this sensation.
Keeping this in mind, our branding approach settled on combining both the infinity sign intermixed with a leaf. This would tie into Ascend’s desire to help people continuously achieve progress in reaching our original, natural state.
The logo mark itself was designed to work either in primary, vertical layouts or secondary, horizontal options. To compensate for its thin lines, a version of the logo mark with heavier strokes was established for small reproductions or embroidered polos. Finally, this logo was applied to a number of outside collateral and an extensive brand guide book was also designed to provide rules for future use.