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Re-shaping a Corporate Visual Identity Bringing Power and Strength to Brand and Values

AUTHOR

Shape

DATE

07 Oct 2021

Lenus is growing. In fact, in June 2021 they landed Denmark’s biggest ever Series A round, giving them the means to further expand the business and do their part in fighting the enormous issue we are facing with the constant increase of overweight people worldwide. To sharpen the brand for their international expansion and define their corporate visual identity, Lenus teamed up with Shapes’ design team to help bring vision and values to life.

Lenus is a Danish company founded in October 2016 providing online coaches with a platform and the expertise to enable them to improve global health while building a sustainable business. Lenus has been experiencing rapid growth in the last few years expanding its business to Sweden, Germany, the UK, and the US, and in June 2021 Lenus landed €50 million in Denmark’s biggest ever Series A round, providing them with even more capital to fund their growth journey.

An estimated 3.2 billion people worldwide are overweight based on BMI, and this number is growing each year with an increased risk of related diseases such as type-2 diabetes, high blood pressure, and heart attacks.

This growing health problem has prompted an increase in downloads of fitness-related apps, however, the problem is still on the rise rather than getting better. Lenus is on a mission to make a difference as the platform provides coaches with the opportunity to take on more clients without sacrificing the quality of the service they are providing.

Matching brand identity and visual identity

As part of their growth journey, Lenus set out to sharpen their brand to make it match their vision and values and teamed up with Shape to help bring this to life and help with the Corporate Visual Identity. The initial process entailed a workshop, where we determined the core values and how they wanted to present themselves to their customers and users.

The big question for Lenus was: Who do you want to be?

Some of the keywords that were presented were Team, Masculinity, and Power, which were the basis for our work, with creating a new visual identity.

Mixing masculine and feminine

While Lenus has both men and women utilising the platform, the masculinity was a trait that the female coaches were also asking for, to make the brand more edgy and seem more powerful. But masculine, powerful, and edgy doesn’t necessarily mean all black and blue, which is why we added a colour like pink to the brand colours to create a powerful feminine side as well.

Bold colours are one way to make the brand more edgy and powerful, but the fonts and logos also needed a workover to better suit the newly defined visual identity and core values.

We chose a bold and bombastic font and paired with a more classic font, to complement each other and to create some finesse. Fonts are extremely important when creating a visual identity, and let’s be honest, a cool font can do a lot.

And of course, the logo also needed to match this new identity. Lenus has traditionally not branded themselves much, and in order to start doing this, they needed a label to put on their services and be remembered for while adhering to the new visual identity.

With the immense growth journey that Lenus is on, it is vital to have a strong visual identity that strengthens their brand and can help them penetrate new markets and expand their brand even further and bring new members and users on board.

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