Motiv Brand Identity
Motiv created a brand identity before the product launched and since found that this identity was not aligned with the actual experience from consumers. 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 new logo for Motiv needed to be clean cut and modern. With this in mind, I set out to create a logo that centered around symmetry and balance. The next task was to create a harmonious system of typographic scale. I created a series of font sizes based on the golden ratio so that each size had an inherent relationship to one another. This set the tone for all visual touchpoints moving forward. Additionally, imagery uses a consistent duotone photo treatment that allows visual assets to take on a distinct look in a consistent manner.