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Vitae Logo

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."

Vitae Tank Yellow
Brian 1
Vitae Social Profile
Brian 2
Vitae Tank Blue
Vitae The Citizen

Chapter 2:
The Exploration

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.

Vitae Business Cards

Chapter 4:
The Results

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.

Vitae Pattern

Final Chapter: The Love

Thank you again for turning a few rough sketches into a beautiful brand. TTEC has an amazing talent! Looking forward to collaborating more in the future.

- Brian Andzejewicz
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