CLIENT: Blue J Health & Wellness
PURPOSE: Develop a new logo and brand identity
APPLICATION: Print, Digital Media, Virtual Fitness

My good friend over at Blue J Health and Fitness reached out to me to create a logo for her latest world changing venture. Given the limitations Covid-19 have put on large sectors of society (including the fitness industry) the goal was to create a fitness company whose foundation was BASED on overcoming these limitations. This meant creating a fitness company specializing in virtual, group based classes that also offered individual attention and scaling to its members.

To reflect the fun yet professional nature of the company, the logo had to come across equally as fun, approachable, and professional. The only other direction I had upon accepting this project, was to incorporate a previous bird icon (it was a Blue Jay. Get it? ;) I had created for Blue J which had slowly become the unofficial mascot of the company. They wanted the mascot to have some presence in the new logo to be a bridge between the two companies.