Art Direction / Brand Identity

Using brand identity to shift perception.

Motiv created a brand identity before the product launched and since found that this identity was not aligned with the expectation and experience. The brand historically spoke to the fitness/athletic crowd, but that narrative shifted and the product eventually aligned better with a more fashion forward demographic.

The challenge was to rebrand the company to speak more effectively to this new group without alienating its previous audience.

Worked closely with regional leadership to develop a brand identity for Gensler’s annual Southwest Regional Regional retreat. The centerpiece of the identity is a dynamic graphic pattern that was applied to various event touchpoints and marketing communication. Worked closely with regional leadership to develop a brand identity for Gensler’s annual Southwest Regional Regional retreat. The centerpiece of the identity is a dynamic graphic pattern that was applied to various event touchpoints and marketing communication.

© 2018 Kyle Stuart