Initially I came up with 3 radically different concepts to showcase the vast space we could steer the branding in. The client focused on the approach which mixed bold sans-serif type for the "Hustle" and a more script approach for "Happiness". From there on I played with the "Hustle" typeface to get it to where it accurately showcased the mood of the course: fitness, hustle, work-life balance.
The mark on the right won out, so I took the time to condense the heavy typography into a simple square shape for use on social media (below).
To bring it all together, I created a short brand guidelines document that outlines how and when the visuals should be used.
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