Endless Rewards
GymPact Campaign Guide An Evolution in Mobile Health Care & Fitness
INTRODUCTION GymPact motivates users to work out and lead healthier lifestyles. This fitness program offers a financial incentive for committing to a fitness pact. By committing to a financial fitness pact they are held accountable in reaching their goals and are rewarded financially if they successfully meet their pact. It’s not just a financial pact to earn money but a pact to lead a healthier lifestyle. Individuals receive endless rewards through commitment – their pact. More then a financial pact but a pact to better you, GymPact goes deeper because it gets people to take the steps to better themselves. It’s a pact system that rewards financially and beyond. Powerful and positive movement and real life rewards with a return on investment.
Why The Pact The purpose of the GymPact campaign is to rebrand the company’s drive, image, voice, message and purpose in the industry. GymPact needs to stand out in the fitness app industry in its offerings and present a consistent form of longevity that will have a strong sustainability with the consumers.
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TABLE OF CONTENTS RESEARCH 1.1 Overview 1.2 Abstract 1.3 Research Paper 1.4 Creative Brief 1.5 SWOT Analysis 1.6 Target Demographics 1.7 Personas CREATIVE DEVELOPMENT 2.1 Competitive Analysis 2.2 Moodboards 2.3 Design Toolbox 2.4 Logo Development 2.5 Digital Concepts 2.6 Print / Outdoor Concepts 2.7 Promotional Concepts 2.8 Guerrilla Marketing Concept
STYLE GUIDE 3.1 Logo Structure 3.2 Logo Usage 3.3 Typography 3.4 Color Palette 3.5 Images FINAL DESIGN SOLUTIONS 4.1 Electronic Media 4.2 Social Media 4.3 Video - YouTube 4.4 Outdoor & Print Media 4.5 Tradshow Media 4.6 Promotional Items 4.7 Flash Mob References 5.1 Research Resources 5.2 Image & Sound Resources
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RESEARCH 1.0 1.1 Overview 1.2 Abstract 1.3 Research Paper 1.4 Creative Brief 1.5 SWOT Analysis 1.6 Target Demographics 1.7 Personas
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RESEARCH 1.0 PROJECT SCOPE Actually authentic keytar Brooklyn. Polaroid vegan ugh leggings, Schlitz selfies twee craft beer Shoreditch post-ironic beard typewriter. Mlkshk flexitarian bespoke cardigan, Carles Williamsburg Echo Park tofu meggings. Hoodie gluten-free actually, food truck Helvetica twee dreamcatcher Marfa. Marfa keffiyeh typewriter blog DIY fanny pack. Trust fund cray pork belly, cred farm-to-table kitsch photo booth post-ironic twee tousled. Leggings readymade butcher fanny pack, pour-over next level pop-up gluten-free keffiyeh cliche Tonx typewriter Godard. Actually authentic keytar Brooklyn. Polaroid vegan ugh leggings, Schlitz selfies twee craft beer Shoreditch post-ironic beard typewriter. Mlkshk flexitarian bespoke cardigan, Carles Williamsburg Echo Park tofu meggings. Hoodie gluten-free actually, food truck Helvetica twee dreamcatcher Marfa. Marfa keffiyeh typewriter blog DIY fanny pack. Trust fund cray pork belly, cred farm-to-table kitsch photo booth post-ironic twee tousled. Leggings readymade butcher fanny pack, pour-over next level pop-up gluten-free keffiyeh cliche Tonx typewriter Godard.WW
OVERVIEW 1.1
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RESEARCH 1.0
OVERVIEW 1.1
RESEARCH 1.0 ABSTRACT GymPact is a fitness program that is part of a popular growing industry. It is a mobile fitness app developed to help motivate as well as keep individuals on track and reach their fitness goals. It was created to help get people in the gym or outside working out. It competes in a competitive area of mobile apps and strives to become the leader of this arena with the use of key factors for motivating. Through the use of rewards with incentives people develop a stronger interest in setting fitness goals. The app tracks the users fitness through GPS and logs it for the user. GymPact is a mobile fitness app that gets individuals to commit to a fitness pact they make and rewards them with real monetary rewards if they successfully reach the goals within that pact. This program is powerful for two reasons. It offers users real rewards they can cash out on and actually use but also keeps them motivated as a virtual fitness coach that holds them accountable to their commitment. The fitness pact is a financial wager the user commits to and if they meet the commitment they will receive their financial reward but if they fail they will lose money. This is the only mobile fitness app that goes beyond rewarding to motivate but holds user accountable through a pact. This very pact has depth and is a powerful tool and message of the Gympact brand.
ABSTRACT 1.2
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RESEARCH 1.0 GymPact is aspiring to become one of the leading mobile fitness apps and create positive, powerful long lasting impacts on its users lives. In order to achieve the brands goal they will have to go beyond the financial incentives and strengthen their message and promote the power of the pact system. By creating a message that shows how a pact goes beyond the commitment the users makes to earn money they can develop a sense of pride as they are making a pact to themselves and their health. The program will have to strengthen how its community of users connects, offer various options as well as broaden its media scope. Through a redesign of the brands visual images, ad approach, message and theme it can achieve the desired visibility to reach its users and meet its goals and beyond. Not only will the rebranding create a connection to potential users but it will also redesign and develop a stronger UX/UI (User interface and experience) of the application and how the user will interact with it. These changes will be used to bring a stronger awareness of the amazing GymPact brand and what it has to offer.
ABSTRACT 1.2
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RESEARCH 1.0 INTRODUCTION Mobile fitness apps are part of a growing industry. All these apps strive to find ways to stand out among the competition. Whether it’s focused on charting an individual’s fitness progress or simply tries to get them into the gym all these fitness apps have something to offer. When it comes to fitness apps that offer various motivators to get individuals to commit to fitness what key factors would work? By creating a rewards program or incentive people become more interested in setting fitness goals. GymPact, is a mobile fitness app that gets individuals to commit to a fitness pact they make and in return receive real monetary rewards for the reaching their fitness goals. GymPact provides real cash rewards for exercising where as other fitness apps focus on games, levels, special badgets, prizes or discounts. In addition to the tangible rewards program, the app functions on the basis that users are not only motivated to work out because of cash incentive, but by loss of money. GymPact is the only fitness app that offers real cash incentives and holds users accountable for meeting their fitness goals by making them commit to a financial pact. The purpose of this paper is to address the goals as well and issues GymPact faces in the industry and to express the main target message the GymPact wants to send out to its consumers. The goal will showcase the man values that GymPact has for improving consumers health, and what will help improve the app, and continue to define it as a leading mobile fitness app. Gympact’s message to the consumer should express
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RESEARCH 1.0 more then just the excellent incentives and strong motivational tactics it uses to get individuals to workout. GymPact will aim to dig deeper and in their concept of the pact system and commitment to goals. It’s not just a financial pact to earn money but a pact to lead a healthier lifestyle with dollars by the day. The problem this paper intends to address is how GymPact can differentiate itself in a fast growing, overly popular market and industry. In order to overcome the issues that Gympact faces, they will need to rebrand their image and take their concept of incentives and pacts to the next level. They will need to define focus points that make their app the best motivator in the industry. For GymPact to successfully address their issues and needs, they will need to improve their apps functionality and design, expand upon their programs offering, and become more dynamic in their pact system. They will need to visually strengthen their image as well and connect it to a stronger developed message that can express and convey a true value in the service. GymPact will need to create trust. This paper discusses, examines, and explains how the GymPact mobile fitness app is capable of being unlike anything in the market. This project will help GymPact offer creative and innovated methods in improving the American public’s health as well self worth by getting users to commit to a fitness pact and rewarding them for reaching the goals. GymPact will demonstrate industry changing application design, creative pact systems, commitments and above all else hold the user responsible for their fitness and remind them there is no more room for excuses. The possibilities for furthering the app and expanding on its possibilities are also discussed in this paper.
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RESEARCH 1.0 GYMPACT IN THE MOBILE APP INDUSTRY Gympact was created by Harvard graduate Yifan who was always interested in entrepreneurship and after studying a concept in behavior class on loss aversion decided to apply it to a real fitness issues. Along with co-founder Geoff Oberhofer, was lead to develop a mobile fitness app based on the behavioral concept that fear of loss is a much stronger motivation then rewards (E-Junkie.Info, 2012). GymPact is mobile fitness app that provides individuals with motivation to get into the gym or hit the pavement and commit to their personal fitness with a creative rewards and pact system to get the user to stay committed to their goals. Most fitness apps in the competitive market offer some kind of rewards or incentives program, but none of them offer actual cash reward for reaching goals. GymPact actually pays users for meeting the workout goals they commit to based off the pact they make each week. Gympacts fitness app also goes a step further by employing the loss aversion concept to get users to stay committed. It is not only a fitness app that gives a valuable reward for working out but it also holds user accountable for reaching their goal. The GymPact app works on a pact system with a wager. Each week users commit to a certain number of days per week they will workout (minimum 30 minutes workout) and the place a financial wager down as a placeholder or deposit. The deposit is placed in a pool with other GymPacters’ money and if the user meets their goal the money stays with them, but if they fail to meet their goals they lose the money they placed on their pact. The system pays successful users with the money placed by other GymPacters that failed to meet their goal. GymPact demonstrates self-sustaining system.
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RESEARCH 1.0 This program helps chart users fitness and actually requires them to workout to receive their goals. They are motivated to keep money as well as earn money. Mobile apps have grown at increasing numbers. “The fitness –monitor market search toward smartphone users continues to expand, adding new functionality and compatibilities as well as incorporating new technologies, to a busting market” (Laposky, 2013). Jobs and careers have formed almost over night in the industry. Industry of fitness programs has now branched into this area with various start-up companies and fitness programs developed for mobile apps with the ability to help motivate people and get them to commit to fitness on the go. As they continue to expand they continue to offer various options and ways users can track and motivate their fitness. GymPact, a very unique program, has great potential if it can help users gain trust in their service and continue to see, value and appreciate what it can offer. For GymPact to succeed among the competition they will need to become compelling and build on their pact system and the message it offers. The Pact system isn’t just about a user making a financial pact to stay motivated, but a pact with them to get fit and stay fit. The deeper message of GymPact should be revealed and promoted in the target message the company intends to present. They should present this in the visuals and expression of the company. The company also needs to focus on developing a more dynamic pact system where users can earn various amounts of money and varying rewards as well as exploring different pact challenges. According to Wilson article on GymPact he states, “There is ZERO transparency into the equation used to calculate the payouts” (Wilson, 2012). The app needs to challenge the seasoned participant to keep them engaged in the program so they
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RESEARCH 1.0 do not lose interest. Wilson also discusses “There’s zero social interaction to the application. This was kinda crazy to me since I expected to see friends pacts, share progress, etc. This definitely makes the whole application boring and forgettable to be honest, which might be the point so they can get your pack money” (Wilson, 2013). The current app doesn’t offer a strong social network system but by implementing a pacts with in pact, or a potential competition where users could compete with each other they could add support and increase users desire for commitment. This app should have fun and creative ways to continue participation in fitness. GymPact should have an image and application functionality that supports users need and make them desire to use it. Wilson states, “The iPhone application is noticeably sluggish and clearly not native. It doesn’t scroll smoothly, it regularly crashes, it constantly fails to find me, and the UI lacks polish in terms of responsiveness and intuitiveness” (Wilson, 2012). GymPact is a mobile fitness app and it is meant to work with you on the go. With that in mind, easy functionality and UX/UI design as well as a quality design of the apps infrastructure and functionality is important to its success. The redesign of GymPact will include not only a more responsive UI but also, complimenting colors and navigation. The first step to safely guiding users to the right content, then, is to aggregate and categorize the types of items on the website” (Karafillis, 2013). This is as well as improving its ability to connect to GPS systems will enhance a users experience and continue to make them return. Currently GymPact offers a great service that while others offer is very different in that it motivates, supports and pushes for commitment and dedication to reach any kind of reward. The greater rewards that go beyond GymPacts cash payout should be highlighted but also the company should
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RESEARCH 1.0 expand upon the market. There aren’t just users out there who need motivation to get into the gym but also users who already participate in active lifestyles and need help training. By developing programs that work with Gyms that sponsor GymPact users can earn money for attending different gyms that may offer newer and different types of workout programs that can challenge fitness nuts in new ways. These gyms could help sponsor GymPact events and assist in payouts to the pact by getting people involved with their gym and incorporating GymPact in their experience. The fitness app also should reach out to people training for marathons. Instead of tracking someone who needs help getting in the gym, GymPact can become a Marathon trainer having users sign up with other users to take on pact challenges and commit to various training plans each week that get them one step closer to their marathon goal. By applying the pact system the trainee could still earn money as an incentive but must still dedicate money to a pact and be held accountable for meeting the training requirements for the week. GymPact has a quality that strongly differentiates it in the mobile fitness app industry. It does not solely operate on a rewards program, but is the only one working off a pact system that holds its users accountable for reaching the goals. People develop strong commitment when they participate with GymPact. The program offers users with financial incentives but beyond that it helps develop and promote a strong dedication and commitment to personal fitness. For the first time a fitness app holds users responsible meeting a pact. It helps train users to develop positive habits and have fun in the process. The mobile fitness app market generally gravitates to the younger market generally in the age range of 18-29 (Holmes, 2013). With this in mind GymPact aims to focus their efforts on the general
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RESEARCH 1.0 market range of mobile app users but extend the age range further to base it in the 25-45 ranges. The type of individual that would seek GymPact out is simply people who need motivation to get into the gym. Anyone who needs a stronger motivator that pins them to a commitment, forces them to get up and get to the gym. Not everyone is capable of staying committed with out a cause and a requirement but with GymPact it becomes a financial lock-in. It helps people get interested is the great financial reward. Some people may lack the time to workout but with a mobile fitness app that can work on the go users that make excuses no longer can, just commit and go. “So if you want to stay in shape and be a regular at the gym, I would strongly urge you to sign-up for GymPact” (E-Junkie.Info, 2012). This app is great because it can range from people who look for excuses to people who want challenges to add to their everyday workout routines. The overall purpose of GymPact is to improve people’s lives and the health of the public. The goal is to motivate users to take charge of their personal health and do something about it. It’s designed to get people who need help staying on track and stay motivated. Its important to develop the GymPact campaign and strengthen it so that it can excel in the industry and forge ahead as a leading mobile fitness app. The problems that GymPact faces will hold it back from people exploring its unique offering. It is a great app with a great cause. GymPact has great potential to get people to continue to commit to their personal fitness. If GymPact can enhance its already great idea it can reach people and go beyond what it does. This program’s concept is a pact and by getting people to dedicate to a pact regardless of the stakes it can teach people how to commit to other things in there lives. This program has the potential to reach beyond personal fitness pacts. It has the ability to help change the way people commit in life.
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RESEARCH 1.0 DESIGN STRATEGIES & EXPLORATION
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In order for GymPact to successfully market their product this campaign will have to focus on the redesign of the company’s core and image. This campaign will focus on redesign of the brand’s logo, color scheme and typography. It will extend upon the ideas and message of Gympact and how best to represent this mobile app. The idea and message will be presented with a strong reinforcement of the brands theme, development of an ad campaign and public event promotion, redesign of the website and mobile app itself. GymPact’s brand theme and message has been focused on improving individual’s health by motivating them to workout. Their message has been to get up and workout, and earn rewards with a trainer that doesn’t let the user give up. Their idea is for users to make a dedicated pact to their fitness and developing healthy lifestyles. To continue upon this message GymPact will need to focus on connecting with its target audience. These individuals need that extra push of motivation and incentive as well and reinforcement to meet their goals. There will be focus on promoting empowerment, the great feeling of being healthy, and how meeting the pact with GymPact will be meeting the ultimate pact with ones self. With increased pact systems and social network the camaraderie will help add to the pact system and enhance the users experience. In order to enhance the message and theme a strong ad campaign should be developed. GymPact should develop their advertising campaign around not only the current incentives and strengthen and play off the pact system. They currently pull users in by offering monetary reward as incentive to workout but they should go further to express and play upon the pact concept. Play into the name of the brand and what it stands for. The incentives make this mobile fitness app rank among
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RESEARCH 1.0 other fitness apps that work on a rewards system and it does offer a unique reward that differentiates it but go a step further and build off the loss aversion system GymPact uses. Most users may not respond well to the idea of making a pact with their own money but advertising this as a pact within a pact would develop a positive correlation that will strengthen the already excellent package GymPact offers. The campaign will develop advertisements that create positive associations with the commitment. With the added social network the campaign intends to add to GymPact, the imagery will portray partnerships in the pact system and friendly competition reminding users that they are all in it together. Create positive feel for the GymPact community. All though the app runs on the idea that GymPacters that do not meet their pact will payout the money to the users that do, it shouldn’t turn into a negative competition of taking money from each other. Everyone is in this fitness challenge together. The pact for healthier lifestyles will need visuals that make users feel like its worth their time to click in to a fitness program that works on the go. By developing multimedia ad’s that shows users in busy lifestyles still competing to meet their pact, the target audience will get the sense of hope and connection. It will tell them GymPact works with users who are busy and keeps them on accountable. They will have a desire to keep going not only for keeping money and gaining money but realizing others are doing it together and they can too. To further help GymPact gain positive awareness as well as sponsorship to support its program beyond its current income the company should focus on developing a promotional offering and fundraiser system. Working with gyms and other fitness organizations such as race programs GymPact could get their name out to the fitness community reaching beyond its target audience to others
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RESEARCH 1.0 who are looking for new motivational ways to say on track or who need a challenge. GymPact could help sponsor races as well as work with these organizations to get users to donate money to efforts and in return GymPact can bring more money in for its program to function well as well as gain major coverage and strengthen its name and give it a base to stand on in the fitness world. To make GymPact a more approachable program they will not only need to have a great image and ad campaign but a user friendly experience and frame to its system. The current GymPact website and image makes it difficult for users to find out more information. It requires users to go to the app store or research numerous blogs and articles to see if the app is worth it. It currently offers a video demonstrating how it works but tells potential users to go download the app to find out more. The current website should make finding information about how the app works more accessible and even give demos on how it functions. While the simple message grabs users and does work for busy lifestyles, when it comes to making financial pacts and believing in cash rewards users will need to feel secure and trust the offerings. An honest and informative website advertising the services will surely create a sense of safety, awareness and hopefully excitement to trust and download. All this leads into better UI/ UX. The user experience must answer to the target audience. This leads into GymPact’s actual programs user experience, which are the mobile app and its functionality as well as brands visual image. GymPact’s fitness plan works in the new market of mobile apps and more specifically mobile fitness apps. Developing a great image in this market goes beyond the logo’s type and color scheme but the apps typography, color use, wireframe and functionality. A user-friendly experience with colors and type the respond well to the GymPacters is essential to continued use and dedication to the
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RESEARCH 1.0 apps program. Currently the app uses the logo colors and imagery in orange and blue. It does connect with the logo colors but thinking beyond that to the wireframe of the app it is difficult to use. They typography, while clean, isn’t transcending across iOS and Android platforms. This also stands true for the structural hierarchy and navigation. The app is now offering Android capability and from a design ascetic it’s important to keep correlation and usability the same across all platforms regardless of the operating system. Users need to relate to the content and how to access it. It is understandable that when designing for specific platforms developers should create appearances that relates to the platform and thus relate to the user but how they access the information and the wireframe of the interface should appear the same. Currently the app is organizing the information with flashy graphics but has a main page that is content heavy and requires a tutorial that users can get stuck going through over and over to answer just one question. For a target audience on the go, the app should be as intuitive as possible. Development of a main navigation and easy to locate secondary navigation for further reading will help decongest the home page of the app and make for a more inviting experience. Flashy design can pull a user in but once they begin to use the app flash goes away and design of its content is what become important. The application has clean typography but it is congested with blocky content and popups. Flat clean design is becoming the trend and it correlates well with simplification of the design. Two things that must be considered and implemented not only in the mobile app design but the brands logo and image is the use of clean design in combination with texture. Adrian Taylor of Smashing Magazine states “Don’t be afraid to pair fonts with extreme differences in size and weight to create visual
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RESEARCH 1.0 order. Try pairing an oversized ultra-thin font for headlines with a small medium-weight font for the body” (Taylor, 2013). By combining two different font sets, perhaps a heavier yet clean with a thin san serif the app can show differentiation among its content and navigation. Such fonts to be considered are Novecento, or Maven Pro with their strong bold heavy types and accompanying thinner typefaces in their type family. Novecento provides “The typeface looks rational, geometric and blocky. But it is based on optical, not geometric, proportions. Novecento could be used for headlines, visual identities and short sentences. The lighter weights provide a more contemporary look and feel, while the bolder ones have a retro flavor” (Smashing Editorial, 2011). With Maven Pro has “Maven Pro is a free sans-serif typeface with a unique curvature and flowing rhythm… The typeface is also great for printed collateral and can scale down very small while maintaining legibility. Available in four styles: black, bold, regular and medium” (Smashing Editorial, 2011). These fonts with the geometric and clean shapes will help keep with the clean flat concepts and work well as they can transcend across all platforms and media for the GymPact campaign. They can also provide the balance of a heavier clean font to accompany. Other considerations to accompany a rougher heavier font for the logo will be considered. Simplifying the design and content creates a better user experience. In previous app design and website design in general a sensory overload of information heavy design and over exaggerated texture have been implemented giving it a sense of higher power but takes away from the content and how it is being perceived and taken in. Users will connect better with an app that simplifies its design. Taylor states, “Simpler apps mean simpler interfaces” (Taylor, 2013). While some users have stated that GymPact offers a clean design it still has a content overload and doesn’t differentiate
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RESEARCH 1.0 its content hierarchy. Design is more then just the colors but how you design the application frame work. User experience design is pushing for clean design but to achieve it content navigation cannot be forgone for flashy looks even if it appears flat and clean. This being said, the color scheme, typography and logo design still must complement this content design as well as reach out to the target audience to help them make a full connect with the programs offer. GymPact currently has a design that has the colors schemes of orange and blue. While these colors present great response to gym interior designs, does it help the user develop a connection to positive change, commitment and forward motion? The logo and app interface design plays into these colors but they don’t call to fitness they way the program should. Currently the font is one solid text and has no demonstration of what it means. The campaign will design Gympacts’ logo icon to represent the pact between the user and the program as well as other users. It will be a clean iconography as to not take away from the type and name. The typography will use two fonts that are potentially different but can complement each other. Gym and Pact potentially being two different fonts developing a differentiating call out. The other direction may be to connect the two with a heavy yet clean rugged font that makes for a strong pact and a tagline that follows in a clean san serif font. Following with the suggested fonts of Novecento and Maven Pro fonts GymPact could incorporate such fonts as Urban Sketch, Army Rust, or Spray Me which are all fonts found to be more grungy in their edge yet bold (DaFont, 2013). They can add to the tough dedication and potentially play well with part of the title of GymPact. Perhaps for the word Gym or used in headlines when trying to advertise seriousness or dedication. The campaign will use the colors of medium to bright green and charcoal gray. These color in com-
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RESEARCH 1.0 bination are to create senses of tough steel ruggedness and texture without actually designing a heavy textured appearance and an earthy positive brilliance to counteract and create intensity. These two colors will complement each other by playing off their opposites. The green is to pop, grab attention and alert the positive sense of the potential user. Color Matters states “since the beginning of time, green has signified growth, rebirth and fertility” (Mobile Color Matters, 2012). It represents the positive choices the pact will bring and the forward motion they can go by choosing to join the pact and reach their goal. It demonstrates a positive image and winning sensation. The sensation and association with rebirth and positivity the color can bring the target audience will help them connect the positive vibrancy and forward motion. The energy promotes forward motion and can help motivate through that powerful offering. The charcoal gray develops a backdrop to the green and grounding base that the green plays off without allowing it to get lost. The charcoal gray will represent dedication and strength needed to push towards the goals of the pact. While Charcoal gray or gray can be associated with emotionless or dull it also presents dingy and sophisticated attributes (Bourn, 2010). The color also “communicates some of the strength and mystery of black…it is a sophisticated color that the negativity of the color black. Light grays can carry some of the attributes of the color white ” (Bourn, 2010). It presents the ability to stand in contrast with a grunge edge but not so dark as to take away from the positive message. Its purpose it to affirm and push the message as a solid base for green to play off. It also provides a heavy enough contrast for the vibrant color as well as gives a professional appeal with its sophisticated compliments and ability to balance as it is an in-between color. This design will translate to the website, ad campaign, and applications interface. It will be seen in
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RESEARCH 1.0 all of the platforms. The mobile app will play off these colors and maintain a light clean appearance while demonstrating what the color pallet will offer. Overall the design and direction of the GymPact message will be achieved with the new identity this campaign intends to offer.
IMAGE/ DESIGN ELEMENT
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RESEARCH 1.0 CONCLUSION Gympact was created by Harvard graduate Yifan who was always interested in entrepreneurship and after studying a concept in behavior class on loss aversion decided to apply it to a real fitness issues. Along with co-founder Geoff Oberhofer, was lead to develop a mobile fitness app based on the behavioral concept that fear of loss is a much stronger motivation then rewards (E-Junkie.Info, 2012). GymPact is mobile fitness app that provides individuals with motivation to get into the gym or hit the pavement and commit to their personal fitness with a creative rewards and pact system to get the user to stay committed to their goals. Most fitness apps in the competitive market offer some kind of rewards or incentives program, but none of them offer actual cash reward for reaching goals. GymPact actually pays users for meeting the workout goals they commit to based off the pact they make each week. Gympacts fitness app also goes a step further by employing the loss aversion concept to get users to stay committed. It is not only a fitness app that gives a valuable reward for working out but it also holds user accountable for reaching their goal. The GymPact app works on a pact system with a wager. Each week users commit to a certain number of days per week they will workout (minimum 30 minutes workout) and the place a financial wager down as a placeholder or deposit. The deposit is placed in a pool with other GymPacters’ money and if the user meets their goal the money stays with them, but if they fail to meet their goals they lose the money they placed on their pact. The system pays successful users with the money placed by other GymPacters that failed to meet their goal. GymPact demonstrates self-sustaining system.
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RESEARCH 1.0 CREATIVE BRIEF Actually authentic keytar Brooklyn. Polaroid vegan ugh leggings, Schlitz selfies twee craft beer Shoreditch post-ironic beard typewriter. Mlkshk flexitarian bespoke cardigan, Carles Williamsburg Echo Park tofu meggings. Hoodie gluten-free actually, food truck Helvetica twee dreamcatcher Marfa. Marfa keffiyeh typewriter blog DIY fanny pack. Trust fund cray pork belly, cred farm-to-table kitsch photo booth post-ironic twee tousled. Leggings readymade butcher fanny pack, pour-over next level pop-up gluten-free keffiyeh cliche Tonx typewriter Godard. Actually authentic keytar Brooklyn. Polaroid vegan ugh leggings, Schlitz selfies twee craft beer Shoreditch post-ironic beard typewriter. Mlkshk flexitarian bespoke cardigan, Carles Williamsburg Echo Park tofu meggings. Hoodie gluten-free actually, food truck Helvetica twee dreamcatcher Marfa. Marfa keffiyeh typewriter blog DIY fanny pack. Trust fund cray pork belly, cred farm-to-table kitsch photo booth post-ironic twee tousled. Leggings readymade butcher fanny pack, pour-over next level pop-up gluten-free keffiyeh cliche Tonx typewriter Godard.WW
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Endless Rewards
CREATIVE DEVELOPMENT 2.1 Competitive Analysis 2.2 Moodboards 2.3 Design Toolbox 2.4 Logo Development 2.5 Digital Concepts 2.6 Print/ Outdoor Concepts 2.7 Promotional Concepts 2.8 Guerrilla Marketing Concept
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STYLE GUIDE 3.0 3.1 Logo Stucture 3.2 Logo Usage 3.3 Typography 3.4 Color Palette 3.5 Images
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STYLE GUIDE Full color version
Endless Rewards The overall reason for the redesign effort is to create a logo for the GymPact’s brand that stands out among the competition as something identifiable to what its industry does and what the brand offers. The logo should be able to communicate to wide variety of people who all share the common need of motivation to get it, live healthy. The logo design needs to encompass all aspects of the brand GymPact and successfully communicate the brands values visually and give the viewer an understanding of what this brand is all about.
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STYLE GUIDE Black and White version The brand also needs to have a strong visual identifier that can transcend across various platforms and still be understood and know as GymPact with out with a name. With the newly redesigned logo of GymPact, the brand will successfully be able to represent all aspect of GymPact. Potential users should be able to associate the Theme of “Endless Rewards�, The reward incentive that motivates them and the Pact that it operates on. These elements all can be successfully felt through the brand redesign.
Transparent version
Endless Rewards Logotype without Logo Mark Abstract Logo Mark
Main Tagline for logo use
Endless Rewards LOGO LOGO STRUCTURE STRUCTURE 3.1 3.1
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STYLE GUIDE The design has been developed to symbolize this strength, renewal, and steps forward. It helps to create an association and give GymPact its own unique identifier in the market. Not only is the logo telling the story and message but these shapes tell that and make a memorable mark. Through the use of geometric shapes the design builds off each element representing building blocks that show the strength and growth to signify the commit and reward. They are also tightly pact committing and balancing off each shape as building blocks to a goal. It all is suggesting commitment to a pact, the empowerment that develops and reward by gain (size increases). Its shapes and layout make it stand out from the competition because it can suggest more then a literal meaning but that entire GymPacts brand encompasses without loosing focus or simplicity. The shapes allow for the start and finish of to be told.
Acceptable Usage:
Endless Rewards
Endless Rewards
Endless Rewards
Endless Rewards
LOGO USAGE 3.2
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STYLE GUIDE Headline | Roboto Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ 01 2 3 4 5 6 7 8 9
Subhead | Roboto Regluar ABCDEFGHIJKLMNOPQRSTUVWXYZ 01 2 3 4 5 6 7 8 9
Body | Robot Light / Harry Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ 01 2 3 4 5 6 7 8 9 / ABCDEFGHIJKLMNOPQRSTUVWXYZ 01 2 3 4 5 6 7 8 9
TYPOGRAPHY 3.3
The typography found here expresses the clean cut design required for modern mobile apps and to keep on a path that can transcend across the brand image and its product design the clean geometric shapes and sharp iconography are suggested. The combination of the Roboto type family can create hierarchy between its use of bold and light and italics. It should display and informational hierarchy within the design to help separate areas in the design to create hierarchy that flows, and stays inline with the message. The font keeps in mind the clean Geometric aspect reminding of sophistication, modern and great mobile app usability and design. The “Endless Rewards” are connected through the clean design. The fonts express a mature modern feel that can play well into the theme. As a person continues to receive their endless rewards they become more mature and grow as a person and feel empowered. This reminds us of that power of type and what it can do for a message. Feel clean, fresh, and renewed with the modern feel these font styles can represent. That is what “Endless Rewards” should make a user feel.
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STYLE GUIDE
Roboto Roboto Roboto Roboto Roboto Roboto
Roboto Harry Thin Roboto Roboto 39
TYPOGRAPHY 3.3
COLORS OF THE PACT
STYLE GUIDE Primary Colors
Secondary Colors
R: 43 G: 161 B: 173
C: 76 PMS M: 18 7459C Y: 31 K: 0
R: 109 G: 110 B: 112
C: 0 M: 0 Y: 0 K: 70
PMS 427C
PMS 446C
R: 43 G: 161 B: 173
C: 79 PMS M: 13 7473C Y: 69 K: 1
R: 109 G: 110 B: 112
C: 0 M: 0 Y: 0 K: 70
PMS 424C
PMS 337C
R: 0 G: 167 B: 157
C: 80 PMS M: 10 3272C Y: 45 K: 0
R: 56 G: 180 B: 73
C: 75 PMS 361C M: 0 Y: 100 K: 0
C: 70 PMS M: 15 298C Y: 0 K: 0
R: 40 G: 102 B: 103
C: 84 PMS M: 44 7699C Y: 53 K: 21
R: 35 G: 31 B: 32
C: 0 PMS M: 0 BLACK C Y: 0 K: 100
R: 64 G: 64 B: 65
C: 0 M: 0 Y: 0 K: 90
R: 146 G: 209 B: 198
C: 42 M: 0 Y: 26 K: 0
R: 36 G: 169 B: 225
COLOR PALETTE 3.4
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STYLE GUIDE
IMAGES 3.5
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STYLE GUIDE
IMAGES 3.5
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A Mobile App with With Endless Rewards www.GymPact.com