case studies
Factor 23
Branding and ecommerce
client
Factor 23
Year
2020
Activities
StrategyBrand identityEcommerce layoutUISocial media strategy
The overview
Factor23 is a sports medicine startup designed to maximise the sports performance of professional and non-professional athletes through personalised diets based on metabolic profiles. Their team tasked us with a range of projects aimed at positioning this new product on the market – from building a brand identity from scratch, to developing a digital communications strategy, and designing their ecommerce.
THE CHALLENGE
Factor23 is a completely new service on the market, aiming to innovate the field of sports medicine. The novelty of this product and the many industries to which it applies made for a unique challenge. Positioning the brand on the market warranted a strategy that accounted for multiple industries and target markets that must be united through a principle identity and a single communications strategy.
THE SOLUTION
After an in-depth analysis, we defined the guiding concepts of the communications strategy and created a unique brand identity. Designing the new site and implementing it throughout the applicable communication channels allowed us to bring the complete vision to life.
Strategy
To define a concept that incorporates all related industries (sports performance, nutrition, medicine, and science), we analysed a wide range of messaging and technical jargon. After a profound analysis, we were able to identify a strategic concept to guide the brand identity that carves out a unique space in the market.
Brand Identity
Having identified the guiding concept for the strategic communications plan, we built a brand identity that reflects the brand values and speaks to each of the target markets. We have also developed a brand manual that further defines the values and the brand aesthetic.
UI
We evaluated a number of potential designs in order to identify the most effective application of the brand identity. We made sure to design a layout that provides ample space for both the sports performance component as well as the scientific and medical aspects of the solution. We then conducted a strategic analysis to optimise site performance.
Social media strategy
Starting from the brand positioning, we defined the core concepts for an effective social media communication plan. We drafted treatments for the key visuals – the guiding principles for the brand to apply across all social media channels. And we provided a number of templates to be used in the development of the editorial plan.
