Vitaes' Brand Story
Chapter 1: The Ask
A health coaching service based in Boulder, Colorado dedicated to bettering the lifestyles of elite athletes. Being a social media-based service, Vitae needed a Logo & Branding identity that stood out among the rest of the coaching services found online.
"Give me a place to stand, and a lever long enough, and I will move the world."
Brand Archetype: The Citizen
Because the Citizen will put others ahead of self, their identity is shaped by the experience of being a peer rather than a subject or ruler of elite athletes. This archetype finds purpose through service, stewardship, contribution, and leadership.
Chapter 3: The Magic
From Iron Man competitors and Ultra Marathoners to your average runner, Vitae needed a design that would inspire all experience levels. The direction for Vitae needed to convey strength and confidence while still being approachable. This meant creating a recognizable brand mark with a vibrant color scheme that represented Earth elements.
Inspired by Boulder, Colorado and the Rockies, Vitae, was born from the mountains and now has a brand that personifies just that. And that’s how we crossed the finish line with Vitae.