Baptist Health/Milestone Wellness Center is a hospital-affiliated community fitness club in Louisville, KY. New management partners of the facility wanted to solidify a brand identity package based on the existing collateral created by the hospital. The overall feeling was that the club needed to touch up and update its marketing and overall look. However, with no clear brand guidelines, no graphic designers on staff, and only a few marketers that assisted with producing collateral, it struggled to establish brand recognition in the community.
Despite urging management to update their existing logo, the team declined and instead opted to keeping the brand as is. So, taking their existing logo and pulling from elements in previous work, I created a brand guide to lessen its fragmented aesthetic and strengthen its brand recognition in the community. This model serves as their current brand guide and is being used to further develop the overall Milestone look. In addition, I’ve also designed a number of their promotional campaign materials including flyers, direct mail, social media ads, emails, and posters.
Baptist Health/Milestone Wellness Center
Art Direction + Graphic Designer