Helping an exiting new fitness on-demand start-up 'HIIT' a high

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7 Minute Mornings is a time-saving fitness solution designed for everyday, busy people. It's not your typical online fitness company though! That's because it's not about weight loss, or exercise for people that enjoy exercise... it's an affordable (and even free) solution to help people that don't usually exercise to look and feel better. 

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Exercise and online home fitness is nothing new. But trying to provide a free/affordable solution for non-exercises with a brain and mood focus is unique. It's all based on science. Yes, they have the ordinary features:

• Stream video workouts anytime and anywhere - from your TV, laptop, mobile or tablet

• Download audio workouts to workout on the go. From boxing with an Olympian to dancing with a choreographer there's something for everyone!

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But they also have some unique science based formulas to help you get fit in less time:

• You're constantly pushed to the next level of intensity so you keep improving by 1% each and every day. With this tried & tested method this results in huge maintainable improvements over time.

• The 7 minute workouts are powered by the latest in fitness science to elevate your heart rate to 90% -"the trigger zone"- where the highest fitness adaptations happen so you get maximum results in minimum time.

• Using end-of workout subliminal messages we help you to lift your mood and be focused for the rest of the day.

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With all of these features we knew that the brand and the message had to be clear, respected, friendly and honest. We set-out to brainstorm ideas; from colours, typography, key messages and the like. And we kept hitting a bit of stumbling block... mainly due to the fact that within 7 Minute Mornings there were a variety of workouts with different audiences in mind. So we decided to have mini-branding for each one of those so that they could appeal to each audience and connect and engage with them all emotionally...

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Branding

The main challenge faced was for each mini brand to work together seamlessly, and we think we achieved this!

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• Core brand colours: Green, Charcoal, White

• 7 Minute Beats: This is a fun, dance based routine aimed at teens and younger females. We went with a hot pink!

• 7 Minute KOfit: This is a boxing based routine with an Olympian - we went with black and red for impact

• 7 Minute Max: This is the main science based HIIT routine - we used a navy blue to symbolise the science and trustworthiness. This routine is aimed at beginners and even seniors and has a more traditional feel.