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Graphic representations and wellness: from concept to realization

  • I have to create a poster for this wellness centre event.
  • I have to choose an image for a commercial promotion.
  • I must redo or make the billboard of entry to the course room.
    What should I do and why should I ask myself about it?
    The simplest solution would in fact be not to use past graphic solutions or rely solely on internal resource or on an agency dedicated to this task. It is too simple to translate the request into a message, with text, providing indications on the desired image on which to apply the usual logo and the usual style.
The most challenging solution instead is to consider the opportunity that a new graphic message represents: if the creativity that I have to produce represents an opportunity for my business then I have to carefully handle the graphic studio.

Graphics: drawing mission and objectives of the fitness center

Putting the mind in graphic design mode and analysing its elements implies putting us inside our own mission and specific objectives.
The 5W rule applies to any planning and project:

  1. WHY - Why am I redoing it or am I making this graphic for the first time?
  2. WHERE - Where should it be delivered? Internally? Also externally? Only online or offline?
  3. WHEN - When will I start using it and how? In its entirety or by gradually presenting the elements that make it up?
  4. WHO - Who is the target audience? What type of person will be called or identified?
  5. WHAT - What am I delivering to this target group? What message and what input (call to action)
Answering these 5 questions will open up a thousand scenarios: one could speak for hours of iconography, stylistic typologies, rules of the balance between text and image, importance of copy and fonts, Masonic or direct techniques of conveying the message.
In reality, if we want to be concrete and focused on a sector of belonging, that is the study of graphics for wellness centres, it is easier to introduce a provocative thought: training for change and tests. If we teach that engine schemes and training sessions require a vision, progression, periods of breathing and alternation, the same thing we must return to the graphical and stylistic development of our works for our centre.
There remains a constant element: the coordinated image.
The coordinated image is to our graphics as our training style is to the programs we develop for our members, just as the signature is to the writer's story.

The coordinated image is the set of elements that make a brand recognisable: the logo, the character with which it is written, the way it is positioned in the space and any slogan that supports it, in a well-defined chromatic combination.

In the case of the wellness centre, due to the historic nature of the market and of some structures, it sometimes requires restyling and alignment with contemporary illustrative trends, but the name and tradition must be exalted, not outdated. We try to change the sequence, the elements involved, the type of concepts to be repeated and the style, we redefine the need that this program must satisfy (the action to which it must lead).
A concrete example:
The new brochure for the Summer Camp realised in structure, now in its umpteenth edition.
For a number of editions, the leaflet was made on a vertical A5 format and featured the logo on the upper central front, an image of busy and smiling young people doing sports with the list of activities, on the back a programme base from Monday to Friday, under the contacts (physical address, website and telephone) with a slogan: Book your week as soon as possible!
The same graphic layout had been adapted for the Facebook cover, the poster to be placed in the locker room area and distributed in some schools.
Everything was coherent, everything precise: but the repetition over time of this system, will not lead to new results. With the same result, are we sure that we would not have been able to pre-enroll more people and generate more attention from the graphics?

Apply the 5W rule to the new graphical project:

Why - To surprise you with the format: round.
Where - Outside the schools, in reception of fitness centres, in the shops.
When - First, much earlier! If the tool is promotional and appealing, it makes sense to anticipate the distribution to reserve places with an advantage (not always cheap, perhaps accessory: camp kit, free early parking service, 1 meal booklet if you take two weeks)
Who - We turn to parents but we should please children. The hook is given by them: do we use a mascot and a reminder that leads them to say "what is this"?
What - Off-line talking online - we insert a short link to access reservations, receive info but also to make the online camp game for mother and child and win the gadget (the game is a quiz about the songs of the moment, about a curiosity and you always win)
Our idea becomes a container of opportunities, natural links to the imagination of two targets, technological links to our website. If a graphic layout has to vehicle an initiative, it has to be questioned in the formats, text, colours and above all it has to be measured in the effects. But that is another subject.

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