Champion Life

Branding
Arts & Education

Situation

Champion Life was an established brand that was seeking to strengthen and clarify their market position and drive growth across a range of stakeholder profiles. The brand also required a brand governance analysis and a trademark strategy to claim an ownable identity.

Objectives

Build awareness of brand, drive program sign-ups and inspire and motivate target market
Motivate young people to be more active and redefine role models to be more true to life
Build a strong brand strategy to define positioning, language and stakeholder engagement
Drive expansion into new sectors and attract new stakeholders across customers, investors and corporate partners

The brand kept the Champion Life name due to its strong connection to the brand’s philosophy, the belief that everyone is a champion, and to leverage existing equity. To position the brand as aspirational, energetic and motivational, the technical descriptor ‘activated health education’ and brand promise ‘empowering activity’ were introduced.

The visual identity creates a vibrant brand personality expressing the energy and youth of the Champion Life brand. In the logo design the letter ‘i’ is used to reflect the brand’s activation of individuals and when flipped to become an exclamation mark, reveals the world ‘Champ!’. This device is used strategically across brand collateral and is woven into the brand DNA to evoke the excitement and enthusiasm of the brand’s culture. ‘Champ!’ operates as an integral part of the brand language and communication strategy.

Bold, bouncy and lively typography accompanies the logo along with a supporting graphic suite demonstrating movement, energy and enthusiasm. These elements work together to create a brand personality that is distinct, recognisable and highly engaging.

With a clearly defined strategy and a unique brand personality, Champion Life can confidently promote the development of lifelong healthy habits with a strong brand that is able to connect with their target market. Their new identity has been deployed across their entire business, from websites to marketing collateral, giving the brand new energy, a clearer purpose and a strong position in their market.

Branding

Nexacu

Brand Launch

Champion Life

Situation

Objectives

Bold, bouncy and lively typography accompanies the logo along with a supporting graphic suite demonstrating movement, energy and enthusiasm. These elements work together to create a brand personality that is distinct, recognisable and highly engaging.

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First things first

Can you identify what makes your brand different from your competitors?

Have you defined the key messages and scripts that your brand must communicate?

Do you legally own your brand?

Does your brand strategy link to your vision and culture?

Does your brand communicate the promise that you make to customers?

Does your brand enable you to create a greater awareness that your business exists?

Do you understand how to position your brand as an asset on your balance sheet?

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