HustleUp Branding

They wanted to build a brand to stand out from the clutter which is there in the Industry. One of the founder approached us before launch to help them with the building an outline of their collective brands and also work on the personal brands of the founders for which we started with the logo concept of the umbrella brand. The logo will be the core of the brand which will go out in the media releases as well as all the social media communications. For individual brand development, we started by defining their brand personality and providing a clearly laid brand guideline for personal brands. After this initial brief and a comprehensive brand exercise both for the umbrella brands as well as individual sessions with the founders, we discovered and shaped a brand identity, brand voice and brand personality for hustleup as well as personal brands that will guide our journey as well as communications further.

The target audience for the brand is pretty broad and frankly the founders are also open to work with any client who has the intent as well as dedication to improve their lifestyle and health. We identified the target audience as 24 to 40, mostly working men and women, married and do not get time to maintain a proper healthy lifestyle. The problem we faced was lots of competition and similar pages out in the market. Also the logo needs to depict the product and also create a recall in the minds of the target audience. It also need to be a simplistic logo in approach both in accordance with the values and personalities of co founders.

We got to work as soon as we had a brief in our mind to design a logo for their umbrella brand first. We brainstormed the basis of the umbrella brand identity. The first step was to identify all the relevant logo elements that we can use to identify with the core message of the brand and its offerings. We came up with concepts like growth, health and momentum that have to be depicted in the logo. We then chalked out a bunch of combination designs containing logo and name. We also experimented with many different sets of color palletes which are often used in the field of health and fitness but combined them with unique imagery that help the brand stand out, creating a brand recall while at the same time complementing the brand values. Here are a few chosen examples.

Each Design is unique and plays to the strength of the brand. The process of building the brand guideline for the media communication was even more intriguing. We crafted a mood board as our north star and created a visualisation of how our posts will look on the social media platforms. We then did a competitor anaylsis and found that various other brands in a similar space and what kind of posts and content they were putting out which helped us not only identify the gaps but also what was successful in terms of social media offering.

We approached the personal brand guidelines in a different manner and after deeply understanding the unique offering and personality of each cofounder, we created a basic brand personality and growth path with particular focus on diversified target audiences.