TFLiving is a fitness and dog walking company based on the East Coast. TFLiving provides fitness and dog walking services to residential communities.

THE CHALLENGE

When I first met TFLiving, they were operating under the business name Transformation Fitness, but that wouldn’t be the case going forward. Their CEO Devin Wirt had just successfully absorbed a dog walking business that had shuttered their doors; this meant that their “doing business as” name “Transformation Fitness” was no longer appropriate for a company now providing pet care.

With the dog walking announcement in the works, this project was time sensitive. We were tasked with finding quick and easy brand wins on our path to creating a new site. The project was completed with a name change and domain, updated visual assets, and a slick new marketing site all in just three weeks time.

MY APPROACH

Sometimes when you’re up against a time crunch, it can make decisions easier. You just can’t change and reimagine everything. We had to pick our spots carefully while moving quickly--that meant finding alignment on what would stay and what would go. I was able to use my experience in local services to make the discovery and strategy pre-work a bit easier.

BRANDING CHALLENGE

The branding challenge was straight-forward. Wrap the core business in a new “doing business as” name with a simple brand identity that encapsulated a more expansive business direction. That is, to showcase a more holistic vision of the company that could encompass a growing business.

MY APPROACH

For me, the creative process starts with research and discovery to understand the people and what already exists inside/outside the company. During the first phase, I'm usually looking for trends, inspiration, and ways to capture the ethos of the brand.

I learned from going through the NFX Guild in 2016 how important it is to begin the design process with words and language. Content matters. I always spend a great deal of time dialing in the language before sketching anything visual.

THE NAME CHANGE

Transformation Fitness was often referred to as “TF." Keeping the name or at least the letters "TF" was important to the team. After some creative back and forth, Devin and his team decided that they would keep the new business name simple with TFLiving. We quickly reserved the domain name tfliving.com. The upside of this decision was keeping "TF" in their vernacular and it made for an easier visual identity lift since the existing logomark and colors were workable-- a little design language can go a long way.

ORIGINAL LOGO

ICONOGRAPHY

TFLiving didn’t have any icons or assets, so we came up with a fun and playful linear stroked icon set that brought some of the visual components to life.

WEBSITE DESIGN AND DEVELOPMENT CHALLENGE

The previous website for Transformation Fitness was a single page. It hadn’t been updated in years. The challenge was to build a basic sitemap that the company could use for customers, investors, and potential employees.

MY APPROACH

As you can see below, the process started with finding inspiration from other companies and services that impressed and inspired us. From there we created balsamiqs and integrated the new design language as we worked toward higher fidelity mockups.

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