Mikayla Humphries | Digital Design | Digital Marketing

Branding Case Study

JEFF Fitness

JEFF is an online fitness community of 80 000+ offering free daily live classes and subscription-based programs with world-class instructors and coaches.

💭 The Problem

JEFF's visual brand identity was not well-defined, and it varied across consumer touch points. JEFF also required various top of funnel marketing activities to not only grow the customer base but build brand credibility. These efforts called for creative thinking, a clear strategy and various digital assets in order to be rolled out.

⚡️ The Solution

I was tasked with challenging and influencing the direction of the brand, bringing ideas, inspiration and creative thinking. I spearheaded the brand identity, and helped to identify the brand vision. Through my time at JEFF, I helped to ensure brand alignment across touch points, introducing a design system and templates to ensure consistency and efficient ways of working against the company's design requirements. In addition, I was involved with the conceptualisation, execution and measuring of brand campaigns.

📱 Outputs (Digital & Physical Assets)

✔️ CI Guide
✔️ Design System
✔️ App Design
✔️ App Badge Designs
✔️ Animations
✔️ Logo Sting
✔️ Vector Illustrations
✔️ Social Media Collateral
✔️ Print Collateral
✔️ Merchandise
✔️ Website Updates
✔️ Email Marketing Assets

Above: JEFF Introduction video created using Adobe After Effects.This video would play before and after live streamed online workouts.

Below: Brochure design with hyperlinks directing readers to specific landing pages.

App badges

JEFF is about becoming a healthier, happier person and therefore it's also fundamentally about goal setting. Because of this, we used gamification to conceptualise and design badges to be earned in the app.

View JEFF App Prototype

Merchandise

Further building on gamification and goal setting, clients could receive a medal after completing themed 21-Day or 45-Day Challenges.

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