The Opportunity
communikate et al has been a proud partner of COTA SA since 2015 through marketing communications, branding, graphic design and public relations support.
In 2019 we developed a brand for its popular over 50s strength training program, Strength for Life.
It was important that the brand had its own identity, while enhancing its relationship with COTA SA as the keeper of the program.
Our challenge was to develop a brand identity that would:
- Bring to mind vitality, movement, flexibility, agility, connectedness and vibrancy
- Appeal to those in their 50s through to their 80s
- Be age and culturally sensitive
- Be flexible across digital and print mediums
- Be able to be rolled out nationally
Our Approach
We needed to visually represent what Strength for Life stands for and what it means to be a part of the program. It was vital that the identity was both meaningful and symbolic, while captivating and engaging the diverse audience.
Our work for the Strength for Life identity included:
- Brand research and concept development
- Considering co-branding with other COTA SA brands such as The Plug-in and ZestFest
- Selecting a suite of hero images
- Illustrating a range of brand icons
- Rollout and development of stationery, merchandise, digital elements, posters, flyers and templates
The Outcome
The Strength for Life brand identity is vibrant, lively and bold. It speaks to the program through the inclusion of a dynamic and flexible mark which conveys a sense of movement, flexibility and agility through the creation of a continuous line and the addition of a bright and ‘flowing’ colour palette.
The mark was inspired by several Strength for Life activities including lifting weights, stretching the body, skipping and using resistance bands.
The continuous line also signifies the collaborative nature of attending classes, the bonds that are formed and the interconnectedness of bettering oneself in a team environment.
The logo is strong, resilient and capable, much like the participants of the Strength for Life program. It brings to life the supporting statement, ‘live longer, live stronger’.
Strength for Life now enjoys a consistent brand look and feel which gives participants a sense of pride, while attracting the next generation of participants.
