Enter RizeUp Fitness, a fitness training company that offers personal training, meal planning and accountability coaching. Amy Keskin, the founder and owner of RizeUp started what was then known as “Sculpt Fitness by Amy” after admiring how energized and healthy a woman was at her gym. This inspired her to start competing in fitness competitions where she earned titles like Figure Novice winner at the 2013 Northern States Classic. Amy’s personal story comes from a place of perseverance and inner strength which empowered her to help others with their fitness goals and health and start her own company. The name and brand she formerly had was not speaking to the potential of Amy’s vision, so we, at Xceptional teamed up with Amy to create a bold and strong brand and web presence to market her services to people looking to make a change in their health and start their fitness journey.
At Xceptional, we have a step by step process in which we evaluate and assist our customers to creating a new voice, look and presence. In this post, we dive into the branding and development process of Amy Keskin and her company which is now known as “RizeUp Fitness.”
Vision & Strategy
In working with Amy Keskin, the founder and president of RizeUp Fitness, it was evident from the beginning that she had a very strong background story that fueled her love for making a difference in people’s lives and rising up from times of adversity. It was from her story we got the name RizeUp Fitness. We ultimately decided that Amy would benefit from a full branding package, a website re-design, fully managed services, CRM Consulting & Implementation and use of the G-Suite (Google Apps for Work).
When creating a design and brand for RizeUp, we kept in mind the powerful “call-to action” name we were building off of. By using icons and subliminal marketing, we reinforced those key elements of her business in her logo along with pairing it with a typeface that was edgy (literally & figuratively) and bold that allows for her name to be instantly recognizable to its clients. We chose colors that were drastically contrasting to enforce the boldness in the brand. The two colors chosen were selected after undergoing a series of color research sessions. The primary orange suggests emotions such as energy, encouragement, activity and boldness which pair well with the company’s vision. In the other assets such as a pull-up banner, business cards, flyers and a newsletter template, we kept the theme consistent with the brand colors and typefaces along with complimenting the items with graphic and highly contrasted black and white photography.
The website development was a large portion of this project. Amy’s previous website was cluttered, distracting and unorganized. In building the RizeUp site, we knew that we wanted to simplify, categorize and enhance the usability of the pages. We created a clean homepage with roll-over menus along with a drop down menu that made it easy for the user to find the services that RizeUp Fitness offers. We implemented the brand colors, logos, and photography into the design and also added an e-commerce platform that allows the user to purchase training sessions online, and allows for Amy, the owner, to track sales and manage payments online.
We tracked the browser and code settings of the website to ensure all the features were working properly and also ran the site through our analytics setup to capture the site user data. We also tested the contact forms for response errors and ran the designed template through our system for blogging and sending out email newsletters.
It was at this step we also included RizeUp’s social media presence by creating new facebook, instagram, twitter and google pages that were consistent with the brand name and style. We lifted the access restrictions, and submitted the website to go live and to be found on search engines. We also put the website through a Domain Name System (DNS) configuration, and secured the site from spam and hacking.
It was through our step-by-step process and development that we were able to create a brand that was bold, unique and representative of Amy’s vision and intention. RizeUp Fitness can now stand apart from its competitors with the use of the contrasting brand colors, defined photography and easy to use website platform. This new brand is sure to instill a level a trust, empowerment, and strength to its customers and users and will aid Amy with the tools to continue to grow her blooming fitness company.