My discovery process encompasses a series of strategic tactics and deliverables tailored to the project’s main objectives. Commencing with a thorough content audit, evaluating existing assets and messaging to identify areas for enhancement. This is followed by a partner brand assessment, allowing us to gauge Jenn’s current position within the industry. A comprehensive competitor analysis informs our strategy, pinpointing opportunities for differentiation. Finally, our collaborative discussions culminate in a well-defined creative brief, guiding us to align our strategies with the intended project vision and goals. This cohesive process forms the bedrock for a compelling and effective branding and marketing strategy.

• Jenn is primarily recognized and receiving clients through her partnership role. She does not have a centralized portfolio of her personal experience and goals, making it difficult for potential clients and peers in her network to easily understand her individual impact on the industry. 
• Users have difficulty contacting Jenn directly for personal training, as to connect, the client would need to reach out through her current partner organization.
  
• Users have a difficult time surfacing all information about Jenn in one place, e.g., certifications, experience, media appearances, and ongoing personal work.

The project’s success envisions the creation of a robust brand identity and a centralized micro-site representative Jennifer Simone Schwartz. The website will provide a seamless user experience that effectively conveys her expertise, showcases her vast array of personal contributions to the industry, fosters partnerships, and attracts potential clients. The content will be carefully crafted to align with the brand messaging and reflect Jenn’s energetic perspective on health and wellness. The platform will play a pivotal role in establishing the overall brand aesthetic and growing Jenn’s network and clientele. By functioning as a touchpoint outside of her partnership role, the website will enable Jenn to connect with her audience with her own voice. The website should effectively communicate the value and quality of Jenn’s work while boosting visibility for her podcast appearances, certifications, and ongoing projects.

Using insights from the research and discovery phase, I began conceptualizing Jenn’s personal brand with the goal of representing her quality of work and expertise through a multifunctional logo mark. I started with greyscale designs to ensure versatility across various environments. Initial sketches were drafted and developed digitally in Adobe Illustrator. After creating several core logo concepts, I selected the best three to four for further refinement. Based on the discovery phase insights, I chose complementary color palettes and typography, resulting in four logo marks, four color palettes, and three font families.

The iteration process included multiple design concepts to capture different aspects of Jenn’s brand. The first three examples (below) focused on integrating her initials paired with various elements to create a unique logo mark, emphasizing personal identity and recognition. These designs aimed to provide a clear, memorable, and functional representation of Jenn’s name and the essence of her work.

Other iterations took a more symbolic approach, resembling the ligaments and muscles that keep the human body moving. This concept symbolized the ligaments that keep our body in motion, the essence of what Jenn does for her clients; portraying movement, strength, and support. The fourth logo presented (below) combined these elements, creating a cohesive and meaningful representation of Jenn’s brand.