Design Guidelines

With minimal guidance surrounding Brand Guidelines, I came in to the company to set the foundation for the brand and to star defining our new brand identity. I put together these brand guidelines to promote awareness and consistency with how we were using the different design elements of our brand. This is a small sample of a comprehensive document outlining rules and guidance surrounding our look-and-feel and how to apply it to all of our branding collateral.

The first few pages were meant to introduce the brand and what is stands for, along with an over overview of our company mission, voice and tone guidelines, as well as brand personality attributes. Not shown are our boilerplate, company values, target audiences, audience personas, etc. which I also had a hand in helping to create and define. Please reach out at info@irinaventresca.com if you’d like to see a full copy of these Brand Guidelines.

We had to define a separate color palette for our MSeries app, due to the nature of industry standards surrounding fitness FTP zones, which are used consistently throughout various competing companies. With all of our color palettes, accessibility was taken into account to provide the best user experience possible.

The typography section not only defines our main corporate font, also the reasoning behind choosing to go with Google/variable fonts in general. I also wanted to include a section about typographical hierarchy and how we structure our type — from titles, subtitles, paragraph styles, bullet formatting, chart displays, links and calls to action.

As we were awaiting a photoshoot to produce new assets that incorporate environments and a more “human” element, I was tasked with creating an interim direction utilizing our existing photography and bringing in an environment to help give more context to our photography. This is a quick tutorial on how these images were created.

Our icon master library was created by me and all of these icons were custom-made from scratch to give the brand a cohesive and unique identifier when it came to iconography.

The Ride is a sub-brand that lives under the main Keiser brand and features master cycling trainers teaching classes on our M3i indoor bike. I was tasked with creating a logo and brand surrounding The Ride which could be well integrated into the main brand as well.

Along with the branding and logo creation for The Ride, I also created updated app icons for all of our other applications as well— for both for iOS and Android.