Alternate Expressions

This is the brand identity design for certified personal trainer, Adrienne Tucker, and her company Tucker Total Training. Originally, Ms. Tucker was shopping for a new website. I approached her with the idea of a complete brand identity overhaul and she was game.  Taking into consideration her style of training, services offered, and own personal story of triumph from “fat to fit,” we decided to build a brand identity that would be versatile, appealing to those wanting to get in shape and those wanting to stay in shape, and also to serious athletes wanting to train for specific sports.  Another goal in mind was projecting the message through various informational materials, such as flyers and the website, that training for fitness is hard work but should also be fun and affordable.  I had a great time working on this project. Check it out!

www.TuckerTotalTraining.com

Variations of the logo given to choose from:

Color choices were next after a layout was selected:

The T³ element isolated becomes its own entity with its own statement for use on many different products.

The business card:

Flyer for adult-oriented events via T³ Fit4Fun series:

“This brand identity meets my expectations for how I want my business to be viewed and how I have always perceived it…For others, it has shown my clients that T³ isn’t some ‘rinky-dink’ operation. We are a legitimate company run by educated and passionate professionals. I feel like I’m ready to take on the world, now!”

~Adrienne D. Tucker

New business cards for Alternate Expressions featuring tear strip and portfolio-linked QR code.

When it comes to getting the word out about what we do, there are endless avenues to pursue from brochures to billboards. Call me old-fashioned but no medium, I believe, has as much potential for ROI as the business card. More than just a calling card with a list of services and some nice graphics, a business card can be prime real estate for a brilliant campaign. With a bit of well-executed creativity, a business card has the potential to end its presentation with a business deal, and not just a handshake and “I’ll give you a call.”

Four stages of the presentation: 1.) The "Ooh", 2.) The interaction, 3.) The "Ahh", 4.) The goods.

My slogan is “Be different because nobody notices normal.”  The aim is to communicate that in business, its important to set ourselves apart from our competition in order to avoid being seen as a commodity, and the best way to make an impression is by using creative design to enhance the quality of our perceived value.

That’s a mouth full, and not many (especially in fast-paced networking scenarios) have the time nor the attention span to read or hear that. Besides, even if I managed to get my point across, I’m now just like the last guy who said the same thing.  All designers aim to be different. That’s our job.  So how can I keep myself from coming off as generic? I simply demonstrate what makes me different with an attention-grabbing interactive element: The tear-strip that reads “be different” that once torn away, reveals “because nobody notices normal.”  Sure, the method of delivery may not be  innovative, but its versatility and scarcity of use in the common marketplace makes it very effective for burrowing deep into the “I’m intrigued” sector of a prospective client’s thoughts, and that’s what counts.  But grabbing the attention of my target is only the first step.  How do I close the sale?

Adding a QR code to a business card is great for an on the spot pitch.

Technology is a tool that can always be used to our advantage. The QR code is a great example of that. Its versatility allows it to provide a long list of networking solutions like embedding a contact number into a phone when scanned, or linking to an online video presentation.

A simple list of services on the back of a business card is informative but it isn’t enough. I’ve used a QR code to link to my mobile-enabled online portfolio.  Being able to provide samples of my work during the business card presentation or when someone happens to pick one up, I’m now able to fully demonstrate what I can offer on the spot and speed things along to the part where we discuss the client’s needs and budget. Now, face-to-face with someone, the time it takes for a scanned URL to actually load and come onto a screen can produce an unwanted awkward waiting period.  For that reason, I always make sure I have a browser page in my own mobile device opened to my portfolio to keep the pitch running smoothly.

Overall, the design for this business card originated with my want to include four key elements:

1.) I needed to not only state it, but demonstrate exactly how being different effects the impression a business card can make.

2.) Eye-catching design

3.) Sturdy construction (Flimsy card stock can translate to my potential client that I do “flimsy business”)

4.) Capable of getting instant business from the recipient…

Mission accomplished.

As you can see, things look a little different around here. That’s because I’m doing some remodeling on the AE site. — Actually, I’m treating myself to a full out re-brand, and I’m excited to be the designer!

With a new focus on brand identity design, I will be undertaking some projects that focus on creating the distinguishing face of a company for effective use in the marketplace.

I’ll be writing informative articles on the importance of effective branding and how it impacts business profits, research methods used in the brand image creation process, and I’ll hopefully get to interview some of my favorite designers in the industry to gain some insight on this wonderful subject we’re so passionate about.

I shall keep you posted on my progress.

Here’s to a great 2012 for us all.

Kindest Regards,
Chris