Alethia Briones
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04 / Full case

Fer Yunuen

A personal-brand system that connects performance, nutrition, mindset and personal growth for a multidisciplinary athlete and coach.

Year
2023
Status
Completed
Role / scope
Brand strategy, creative direction and identity design.
Public URL
Not public

Mind. Body. Spirit. One professional story.

Fer Yunuen selected identity application 1.
Fer Yunuen selected identity application 2.
Fer Yunuen selected identity application 3.
Selected applications from the Fer Yunuen system.

01 / Problem

What the identity needed to resolve.

  1. 01

    Bring multiple professional disciplines into one legible personal brand.

  2. 02

    Express continuous growth without fragmenting the story into separate service identities.

02 / Strategic decisions

The system follows the reasoning. These are the choices that gave the work its direction.

  1. [1]

    Use mind, body and spirit as the organizing framework.

  2. [2]

    Translate constant growth through curves and three evolving forms.

  3. [3]

    Create primary, secondary and compact marks supported by one type family.

03 / Delivered

  • Positioning and voice
  • Mind-body-spirit framework
  • Logo family
  • Color and typography system
  • Identity applications

Evidence, without invented metrics

The completed identity system and range of applications are the available qualitative evidence; no commercial or performance outcomes are claimed.

Credits

Photography supplied by Fer Yunuen. Stock photography: Unsplash. Strategy, creative direction and identity by Alethia Briones.

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