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 founded by Alberto Pérez, a famous Colombian Dance Choreographer. Zumba has since taken the world by storm and has become one of if not the most popular fitness classes in existence today.
While working as an Art Director at Zumba Fitness, I was tasked with helping to create the branding and UI/UX for Sommos – an online fitness platform designed to help streamline and revolutionize communication and interaction between fitness instructors and their clients.
Project Scope
My Contribution
- Art Direction
- Branding & Identity Design
- Web Design
- Graphic Design
- UI/UX Design
- Motion Graphic Design
- Branded Content Design
The way the Sommos team was structured allowed me the unique opportunity to collaborate directly with the development team. My background in web 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 fitness instructors and their clients, and the bright, bold color scheme was chosen to celebrate the diversity and inclusivity within the fitness community.
The name “Sommos” came from the spanish word “Somos” meaning “We are”. It’s often used as a unifying term within Hispanic and Latino culture. Our goal was to not just help enrich the bonds between fitness instructors and clients but to also create a community around health and wellness that was accepting of all.
One of my main responsibilities was to flesh out a brand framework document we could use internally to keep ourselves aligned, both in mission and in aesthetic.
This brand framework was an all-encompassing document that included guidelines for copy and tone as well as design, color, and tangible branded items.
We also included a section filled with the inspiration we used to design the brand itself to show where our decisions came from and what inspired different aspects of the brand.
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 and account and manage their business all in one place.