Founder Nicholas Knight approached Studioyears to help him build a brand for his performance coaching service. Helping male professionals take the next step in developing their leadership skills, lifestyle as well as health and fitness. Having already identified his target audience, he expressed that he wanted to utilise unique life experiences from serving in the Royal Marines, to his exploration of buddhism with Monks in South East Asia. Combined with his love for health and fitness.

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Further discussions lead through brand workshops revealed that he wanted to help invigorate a 'heroic mindset' based upon a combination of buddihst virtues and 'Gentlemen' characteristics. These ideas became the foundation of the brands strategy, tone of voice and identity system. The brand mark and lead creative asset is a knight chess piece masked out of a shield. Not only is this a visual representation of the brand name but it also reflected Nicholas's persuit of creating more leaders with a 'heroic mindset'. The brand is visually lead with people based photography, utilising full-bleed imagery or extending the shield as a creative asset by using it as a mask shape throughout the brand. A combination of Sans and Serif fonts are used to complement the visual language, with a balanced palette that offers alot of variability while remaining minimal and complementary.

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As part of the brands implementation we built a website, a 'manifesto' book, various digital and event marketing collateral as well.