Dutch-based fit20 franchise has offered thousands of people worldwide an effective way to increase their health and fitness levels significantly by training just once a week for 20 minutes.
fit20 is expanding internationally rapidly and has licensed Master Franchisees in 8 countries on 4 continents.
E J J I was approached in 2018 to start buiding various audio assets for the brand. Since then we've contributed by developing sound guidelines, sound logo's, leaders and music for advertisement.
Determining Fit20 brand attributes.
An audio architecture goes beyond just a sound logo and some elements, and is more of a scheme composed of a number of core elements that come together to create a distinctive audible language.
The Fit20 design scheme is comprised of a distinct and recognisable melody-line, a selection of timbres in the form of a different instruments, and a scale of complexity on which the various rhytmic and harmonious elements need to be. In designing a musical vocabulary based on these rules, all elements discribe the brand attributes.
We determined these attributes on which we based our design process:
- 1. You are positive / Active / in-control
- 2. You enjoy a premium experience / Quality / 'with taste'
- 3. Working on your health is good for body and soul / 'Wellbeing'
'An audio architecture goes beyond just a sound logo'
Audio Design System
Based on the defined Attributes, we created a design system from which all (future) audio assets are being extracted.
- — Active and light: Complementary rhytmic patterns / Light Timbre / Major tonality.
- — Premium experience / Distinct taste / Crafmanship and personal qualities: Flageolet guitar.
- — Focussed Mindset: Repetitive rhytmic patterns / Filtered Timbre / Layered orchestration / Rich and complex experience
Complete audio architecture
Based on the design system, all future audio assets have common grounds, and are therefor adding brand-equity with each new iteration.
We've developed a complete suite of branded audio assets, ready for future use, including a brand theme, audio mnemonics for different platforms, In-App notification sounds, and a music library of branded songs, leaders, openers and closers for TV commercials, radio and digital:
- — Fit20 Brand theme:
- — Fit20 Classic Ident:
- — Fit20 Corporate Ident:
- — Fit20 'Spa' Ident:
- — Fit20 In-App Sound 1:
- — Fit20 In-App Sound 2: