Re-brand of a non-profit organization focused on sports injury prevention

BACKGROUND

Kinetika is a non-profit organization founded by Elizabeth Salas (former Pro Volleyball athlete, earned a PhD in biomechanics from York University) and Sokol Hakrama (former Pro European Volleyball athlete with a BSc in Physical Education).

Their mission is to teach active biomechanics for injury prevention and athletic performance to children & youth, through innovative exercise programs, while increasing accessibility through partnerships with local schools and communities.

CHALLENGE

•  Full Brand Identity
•  Logo and mark design

•  Website platform creation for online courses sales targeting athletes and coaches

PROCESS

The first step was to understand the sports industry and concepts involved in the field, in order to develop a logo that would connect with the targeted audience.

Biomechanics is traditionally divided into the areas of kinematics, which is a branch of mechanics that deals with the geometry of the motion of objects; and kinetics, which is the study of the relationships between the force systems acting on a body and the changes it produces in body motion.

RESULTS

 

The logo itself was based on a type of biomechanical study called motion analysis or gait analysis, which uses computer technology to replicate the body's movement by placing sensors on articulations and building the stick man model on the screen.

The colour palette is composed by black, white and shades of grey, as well as 3 accent colours: the coral, lime and navy blue.

Kinetika's name is made with the regular Josefin Sans which is a geometric and elegant typeface, also applied on secondary text. All primary text would use League Spartan which is a strong, modern and also geometric typeface. Typography wanted to represent strength, trust and elegance.

Full logo

For the mark, we looked for an elegant and playful visual. The capital K with the dot brings the idea of a person with a ball, like a football player. The informal mark is composed by a variety of icons; they represent sports that use biomechanic science to protect and enhance the athletes' motor performance.

Marks

Kinetika is working toward building an online platform that provides knowledge, courses and consultancy to coaches and athletes. I am currently co-designing this platform that will be available in English and Spanish. I also created a flyer to advertise the 3 live streams that Dr. Liz Salas will present in November. The presentations were developed in accordance with the new brand guidelines, and we also used it to promote the new website launch at November 27th.

Zoom Lives flyer

Presentation pages

Website Design (This section will be updated after November 27th, official date for the Website Launch).

PROJECT INFO

How: Partnership project
What: Full Brand Identity, Web design
Who: Kinetika – Elizabeth Salas
When: 2020
Industry: Educational, Marketing

Logo, images and design: Copyright      2020 Kinetika

Original (in white background) images designed by

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