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Case Study: The CoreStick Brand Identity
Industry: Retail, E-Commerce, Fitness
Time with Thrive: Since November 2006
Summary
Thrive Marketing helped The CoreStick create a brand identity for their new fitness product, which targets physical therapists, personal trainers and sports coaches. The brand needed to showcase the uniqueness and effectiveness of the product.
Objectives
The product is primarily sold as a demonstration only product by a trusted professional like a physical therapist, personal trainer or coach. Thus, the logo needed to reinforce the unique shape and movement of the product. Thrive Marketing’s goal was to create a logo that would look great whether at a small or large size and create supporting materials such as an e-commerce website, business cards and brochures.
Strategies
The brand needed to reflect the ease-of-use and uniqueness of the fitness product. We used the actual shape of the product in the logo to reinforce the name, The CoreStick, which also describes the product, a stick that shapes the core. We chose colors that symbolize health and strength to support the fact that this is a fitness product.
Tactics
The logo was created as two-color logo. We chose a sunny yellow to symbolize health and vitality. The combination of black with yellow grounds the brand and gives it a sense of power.
The shape of the logo is the shape of the “PowerCore,” the center part of the product. The caricatured version of the product shape was placed inside this “PowerCore” shape to reinforce the uniqueness and effectiveness of its patent-pending design. Starbursts radiate from the center of the “PowerCore” and curved lines envelope the outside of the logo to reinforce the movements that one performs when using the product. For example, a user will hold the product out in front of them using the handles and move it side to side.
The business card was designed with rounded corners to complement the round shape of the logo. This curved shape of the business card also influenced the website design.
The website design reflects the logo and business card in that it carries through soft rounded corners. A complementary color was chosen, red, to highlight the navigation, links and calls-to-action. The website also includes functionality such as an email marketing tool, a shopping cart storefront and an affiliate marketing commission tracking tool.
Additional collateral such as website advertisements and brochures were also created to reflect the website and business card design.
Results
The client, their investors, and their customers have been very happy with the outcome of the brand identity. The website launched in late 2007 and received several initial orders by physical therapists and personal trainers. They even received unsolicited endorsements from a professional golfer and a US Olympic swim team member. The business card is also helpful for physical therapists and personal trainers to handout to their clients, earning them commissions from The CoreStick website.
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