An Introduction to Saugatuck Mind and Sports Lab
I’m thrilled to share this athletic performance brand design for Saugatuck Mind and Sports Lab! This particular project was a brand design intensive. Being in the start up phase of business, the scope of the brand design intensive was a perfect fit.
Before we jump in, here’s a bit of background information to provide some context.
Saugatuck Mind & Sports Lab is a collection of three women in the northern suburbs of NYC where the Saugatuck River flows through several towns. Together, Rhodie, Carrie, and Adrianna support athletes of all levels to achieve their highest perfomance. They focus on the mental aspects of competing at a high level. Additionally, they focus on the nutritional needs to fuel athletes for optimal perforance and recovery.
In their own words, they ‘focus on fueling our minds and bodies to lay the groundwork for high performance’.
The style of this brand is modern, science-driven, and holistic. With a fresh, bold color palette and clean typography, this brand is forward thinking and sets a strong foundation for the growth of their business. But before we get into the visuals (aka the fun part), let’s briefly chat through the process of this design day.
A Closer look at this Brand Design Intensive
Being in the start up phase of business, the quick timeline and lower price point, the brand design intensive was ideal for this project. A brand design intensive is a foundational brand identity crafted in one day. Perfect for new businesses with a modest budget or tight timeline, this one-day intensive delivers the essentials of a cohesive brand. For more in-depth details at the process and deliverables of the brand design intensive, fill out an inquiry form to chat more!
On their strategy call, we discussed specific imagery ideas and visual concepts for their logo. They came with several dynamic ideas to incorporate their values into their brand visuals. These are a few of the phrases or values we aimed to highlight in their brand: rooted in science, repeated for life, sustainable for life, and tools for life. We brainstormed how these could come to life visually with ideas ranging from science beakers to building blocks, the periodic table, and a running track.
Discussing these aspects on a live video call allows for each of us to be on the same page when it comes to both brand visuals and the strategy behind them. This way, I began the design day with confidence and preparedness when I began designing out their brand.
Creative Direction Moodboard
Their creative direction includes a few dunamic key features worth highlighting.
Specific Keywords to guide the design:
empowering, supporting, holistic, science-backed, sustainability
Visual Inspiration:
modern mystique with a touch of kitch while remaining elevated and sophisticated
Conceptual Icon:
represent coming full circle, symbolizing the three components to the business: mind, sport, and nutrition
Color Palette:
Utilizing shades of blue provides logic, trustworthiness, and intelligence, while adding yellow offers optimism, self-confidence, and energy.
The Finalized Athletic Performance Brand design for Saugatuck Mind & Sports Lab
For the primary logo type, I customized a clean bold sans serif to add subtle movements while maintaining a modern feel. For this particular project, I designed a horizontal primary logo, and two stacked logo alternates. Including a variety of compositions when it comes to the logo suite is important because it adds variety and strength to your brand. To echo the form of a running track, I created a logo variation with arching lines that frame the business name.
The conceptual icon is a circular mark with flowing lines creating an abstract yet memorable piece to the brand. Flowing lines represent the three components to Saugatuck Mind & Sports Lab: mind, sport, and nutrition. The overall circular shape symbolizes coming full circle, the importance of habit building, and a holistic approach.
Closing Reflections
Designing this athletic performance brand design for Saugatuck Mind and Sports Lab was energizing and challenged me as a designer. As a creative that leans toward a more artistic feminine style, this brand pushed me creatively and I couldn’t be happier with the outcome. Additionally, this type of business is out of my typical niche. Their mission to help athletes ‘win from within’ through mindset, therapy, and nutrition coaching inspires me and I’m grateful at the opportunity to join this project.
My overall goal for this brand design intensive was to establish brand visuals that feel empowering, elevated, science-driven, and approachable. Just like any brand I design, I want to help establish a strong foundation to support future growth, my clients vision, and connect with their dream clients. I truly feel that I accomplished this!
If you’re in the beginning stages of business and need a strong foundation for your brand, the brand design intensive is a great fit for you! With intentional prep work and a focused design day, this process provides essential tools and confidence to launch your brand with clarity and professionalism.
