Zumba

Branding & Identity

Sommos Branding & Identity Design

Zumba was looking to create an entirely new platform for fitness instructors and influencers to connect with their clients. 

I helped them craft a bold, unique brand that showcased the ease and simplicity the platform brought to scheduling classes and growing an audience. 

Zumba is an international fitness company that focuses on founded by Beto Pérez in the mid 1990’s. From its humble beginnings in Columbia, Zumba has since taken the world by storm to become one of, if not the most popular fitness classes in existence today.

I was brought on as an Art Director to lead the branding and identity development and general art direction for Sommos—an online fitness platform designed to help steamline and revolutionize communication and interactions between fitness instructors and their clients.

Project Scope

Branding & Identity Design

UI/UX Design

My Contribution

  • Art Direction
  • Branding & Identity Design
  • Web Design
  • Graphic Design
  • UI/UX Design
  • Motion Graphic Design
  • Branded Content Creation

The Sommos team was structured in a unique way that allowed me to collaborate direction with the development team as we fleshed out the branding, ensuring that the brand and the platform felt as cohesive as possible. My background in web design and development helped me effectively communicate brand and UI/UX decisions with developers. 

We wanted to create something bold but familiar and approachable when it came to the brand and identity. The logo, mimicking two links in a chain symbolized the bond between instructors and clients, and the bright, bold color scheme was chosen as a celebration of the diversity and inclusivity both within Zumba as a company and within the fitness community as a whole.

The name “Sommos” came from the Spanish word “Somos” meaning “We are”. It’s often used as a unifying term within the Hispanic and Latinx culture. Our goal was to not only help enrich the bonds between fitness instructors and clients but to also create a community centered around health and wellness that was accepting of all. 

One of my main responsibilities was to conceptualize and flesh out the brand framework document we would use internally to keep ourselves aligned in mission and aesthetic. 

Project Outcome

In the end we were able to create a brand and a platform that made the lives of fitness instructors and clients much easier. With tools to schedule classes and even sell instructional videos through our VOD functionality, we were able to give fitness instructors new and exciting ways to turn their passion for fitness into a thriving business. 

We delivered a full brand and identity as well as an online platform where fitness instructors could create, schedule, and manage their business all in one place.