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Whole
Translating Brand Strategy into
a Distinctive Visual Identity
a Distinctive Visual Identity
- RoleFractional Brand DesignerProject TypeNew Brand Identity
- IndustrySports & WellbeingMarketsKyiv
Project Profile
WHOLE is a concept sports club built around a holistic approach to movement, recovery and personal transformation.
Before starting the visual identity, the founder had already developed a comprehensive brand strategy. My role was to translate its core ideas into a distinctive visual language that could consistently communicate the brand across every touchpoint.
Before starting the visual identity, the founder had already developed a comprehensive brand strategy. My role was to translate its core ideas into a distinctive visual language that could consistently communicate the brand across every touchpoint.
- Key Contributions
- Translated the existing brand strategy into a cohesive visual identity.
- Developed a flexible logo system and visual language reflecting transformation through tension and release.
- Introduced expressive graphic principles based on variable typography to visualize movement and changing intensity.
- Integrated Bionic Reading principles into the communication system, reinforcing readability while supporting the brand concept.
- Created a scalable identity system and Brand Guidelines for future brand development.
Impact- Transformed strategic positioning into a recognizable visual identity.
- Created a distinctive graphic language that differentiates the brand within the sports and wellbeing category.
- Established a flexible design system capable of evolving across digital and physical touchpoints.
- Strengthened the connection between the brand philosophy and its visual communication.
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