Graduate Thesis

A campaign study to review healthy decision making.

making life matter

MontgomeryHealth & Fitness

Table of ContentsMy Inspiration

1.0 ResearchProject Brief & Target AudienceAbstractSWOT

2.0 DevelopmentLogo Competitive SurveyLogo SketchesType & Color ExplorationGraphic ToolboxPrint Ad & Print Ad SketchesWebsite Wireframes & Website SitemapWebsite SketchesTV Commercial Sketches & Storyboard

3.0 Style GuideCampaign Logo BreakdownPermitted Alternate Logo OptionsIncorrect Logo UsageTypography & Color PaletteImagery & Graphic Elements BreakdownBusiness SystemPrint MarketingDigital Media

4.0 Final DesignsFinal Logo & WebsiteBusiness System & Print AdTV CommercialPromotional ItemsReferences

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3 - 45 - 67 - 89 - 10

11 - 1213 - 1415 - 1617 - 1819 - 2021 - 2223 - 2425 - 2627 - 28

29 - 3031 - 3233 - 3435 - 3637 - 3839 - 4041 - 4243 - 4445 - 46

47 - 4849 - 5051 - 5253 - 5455 - 5657 - 59

My InspirationThrough out my life, I have always been a person who has been active and believes that maintaining a healthy lifestyle will further extend and improve the quality of one’s life. I am fortunate to have my grandparents as great examples and inspiration in my life for this study. My grandparents, who are in their early 80’s, lead active healthy lives including working part-time and playing golf on a consistent basis. Using their enthusiam for life and my love for fitness and health, I created a strategy that I believe can further improve a person’s health and quality of life. With healthy decisions made early in life, I believe any individual can have a longer, more enjoyable life based off the current research I have been able to gather. Montgomery Health & Fitness was strengthened its philosophy and improved its sales pitch to further attract a greater demographic.

Neal Nieberding - Full Sail University MDMFA

1.0

1.0Research

Project Brief & Target AudienceAbstractSWOT

5 - 67 - 89 - 10

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Project Brief & Target AudienceDemographicsMale or FemaleAges 18 – 40Ethnicity: AnySingle or Married with a familyIncome: $30K - $130K yr.Environmentaly Health ConscienceLives in the suburbs of cities within the Midwest

Sample Target Audience StoryJanaya Booker (23) was born and raised in Nashville, TN. At the age of 16, Janaya got pregnant but fortunately still finished high school with the help of her mother. Due to her pregnancy,Janaya knew she could not rely on her mother to support her and Janaya’s son. In doing so, Janaya began working as a part time sales associate at a local clothing store. Before getting pregnant, Janaya had it all, which included friends and popularity, but now pregnant, Janaya began to realize that this was reality. Once high school was over Janaya began working full time, but relationships came and went. While still living at home with her mom, Janaya could see herself beginning to wear out after working six days a week. She knew she had to become more physically fit to handle the stress and lifestyle she had created for herself. As a result, Janaya began to research options that would fit within her confined budget as a single mom in life.

CreativeEvolving

MovingUnique

EmotionalCommitted

Who is your company?Locally owned since 1965 and renamed to Montgomery Health & Fitness, MHF is a one stop shop to enhance one’s life. Its commitment and support exists to guide you to a healthy and fulfilling lifestyle.

Unique Selling Proposition (USP)?Montgomery Health & Fitness will be the first in its class to not only offer bicycle sales and services, but as well as group fitness, counseling/guidance, and groceries/supplements. MHF will also provide services to educate individuals about saving money, the environment and themselves.

What is the goal of the campaign?The goal of the campaign is to educate individuals about their decisions and how those decisions will affect their life on a daily basis. Montgomery Health & Fitnes looks to guide families and individuals through first hand experience as to how they are able to save money, the environment, and their own lives. These ideas could then be passed down from generation to generation for a more healthy sustainable lifestyle.

What are some words to describe the visual appearance of your campaign?EducationalContemporary

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Why is it that Mongtomery Cyclery has not taken the much needed steps to grow into regional and potentially, the nationally marketplace? The answer is simple. Montgomery Cyclery has neglected to rebrand its local image because it of the successes it has had thus far during their 45 years in business. However, with a much more competitive economy currently, Montgomery Cyclery once known as your local bicycle shop in the Cincinnati area, has decided to expand into regional and national markets over the next ten years. To do this, they have chosen a campaign that will promote fun and healthy lifestyle choices. All determined clients will be given the opportunity take control of their life. The tagline, The Bicycle for Me is at Montgomery Cyclery will be removed from its current marketing campaign and making life matter will now be inserted as the theme of the campaign. Additionally, the term Cyclery will be removed from the name of the company and Health & Fitness will be added to read Montgomery Health & Fitness, making life matter.

Montgomery Health & Fitness’ (MHF) will grow to supercede its previous offerings of bike sales and services. Montgomery Health & Fitness’s objective is to be the first in its class to offer alternative options to a healthy living style on top of its current sales and service plan. Unlike its competitors, Montgomery Health & Fitness looks to expand its capabilities to better educate and serve its

As a locally owned bicycle shop since 1965, Montgomery Cyclery has been recognized as the “Best Bicycle Shop” 11 years in a row by City Beat Magazine located in Cincinnati, OH. With five different locations in the Tri-state area, Montgomery Cyclery has proudly served its surrounding local communities.

With the increase in gas prices and obesity up about 20% since 1985, you might find families seekingalternatives to driving a vehicle therefore, competition in transportation options has greatly increased in theCincinnati area.

Montgomery Cylery makes the following statement about whom they are: Montgomery Cyclery is in the business of promoting fun and healthy lifestyle choices to the people who enjoy riding. Our goal is to serve our communities by providing people of all ages, skill levels and experience with quality bicycles and fitness equipment. Our commitment to this goal includes staffing our stores with employees who strive for 100% customer satisfaction. We believe that all customers are different and we add extra value to our products by

listening and addressing each customer’s unique needs.Whether it is to improve/maintain health or spend

quality time with family and friends, our customers will know The Bicycle for Me is at Montgomery Cyclery.

Company Overview

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clients to the best of its abilities. One of the ways to do this will include classes that guest can join and potentially lead as they continue to progress with their goals. Classes to educate clients will include: nutrition, spinning, and cycling. To state it best, Montgomery Health & Fitness will be a one stop shop that combines current successful companies, such as GNC, Whole Foods Market Natural & Organic Grocery, and your local gym.

The next question then is, how do you control obesity with it rising from year to year? Should employers offer benefits such as discounted health plans if you have chosen to pay for some type of gym membership? Or does the government need to make a standard across the board about what a business should offer? To answer both questions, ideally yes, but we must be realistic.

The United States is currently struggling as an economy and as humans, we must control our life and provide our bodies with the healthy fuel it needs to continue. Studies show that in 2006/2007 males between the ages of 15-24 were at 12.7% obesity and females were at 15.7% obesity. As humans continue to grow and mature, so does the increase risk for a higher percentage of obesity. Males from the ages of 25-34 were at 22.2% obesity and females were at 26.6%.

Over the next twenty years, adults become so involved with their work and raising children, that they forget that their own bodies are just as important as their children’s . By the time they have reached the age 55, adults have the highest level of obesity, 35.9% obesity for both males and females.

In doing so, MHF has recoginized the situation, and sees the need for a call to action with the United States’ current situation.

Strengths

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SWOT

The strength quadrant is an area that justifies a company’s existence for being open. With images that show experience, knowledge, and happiness, the mood board identifies the key elements as to why MHF is the right choice for any customer. With the philosophy, “One Size Fits All” no project is too tough to handle. MHF chooses to be first in the industry with an innovated concept. From personal goals to nutrition, MHF wants you to choose them because of what they can provide for you.

The weaknesses quadrant is one an area where MHF will struggle on a daily basis. No matter how big or how small, problems will never go away. With a limited outreach, sales could be great one week and struggling the next because of uncontrollable conditions. No matter how far marketing efforts are pushed, unfortunately you cannot always reach every customer. It is definitely a tug of war making the brand well known, staying competitive, and finding skilled employees to assist the end user.

The threats quadrant is an area where others, at all cost will do anything to survive. With the economy in a slump, financial stress has taken its toll on families. With a diverse target audience, MHF has to market to every client wanting to make a change in their life. Seasons change and clients awareness can become limited because of their focus towards prioritiesor something as simple as the weather. No matter the risk involved, anyone can easily grasp your idea and take it one step further.

The opportunities quadrant shows potential about what could happen in the future. MHF wants its customers to realize that they can handle nutrition issues and a variety of client request(s). With a goal to be seen as a place that can make a difference and save your life as well as many others, MHF is the place to visit when deciding how to do it. By being a one stop shop and adjusting to any client’s skill or ability, Montgomery Health & Fitness is making the world a healthier place to live.

Strengths

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2.0

2.0DevelopmentLogo Competitive SurveyLogo SketchesType & Color ExplorationGraphic ToolboxPrint Ad & Print Ad SketchesWebsite Wireframes & Website SitemapWebsite SketchesTV Commercial Sketches & Storyboard

13 - 1415 - 1617 - 1819 - 2021 - 2223 - 2425 - 2627 - 28

Logo Competitive Survey

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LIFETIMETHE HEALTHY WAY OF LIFE COMPANY

We believe living healthy is the only way of life, where the effects of aging can stop dead in its tracks and getting fit can be fun. We’ll nourish our bodies as well as our minds. We believe in respecting ourselves and protecting the planet. This is our life, and we love living it well.

We are 100% focused on our members. Our fitness memberships come in a variety of packages and have been designed with you in mind. We want to earn your trust, that is why a Fitness Consultant will sit down with you to discuss your goals and needs for future success.

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We have thrived on its ability to meet and anticipate customer needs. We have offered a 100% Satisfaction Guarantee on all products sold since the early beginnings of our company. This led to other equally significant services and policies we are able to offer our customers.

We believe that the more people we can get on bikes, the more we can help improve the physical health of not only of the individuals riding, but over time, help improve the environmental health of our city, while upholding our vision to improve the quality of life.

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Logo SketchesSince it’s opening, Montgomery Cyclery’s current brand standards have remained the same and operated in a regional medium size city which has prevented operations from expanding further. With the focus of the logo reflecting bike sales and using a tri-color logo, (red, yellow, black) Montgomery Cyclery has held itself back from what new opportunities could be available.

To expand into a larger regional market and potentially the national marketplace, sketches and logo concepts have been introduced to explore the quality of life and what it means to a consumer. By including various health related elements into a new logo, Montgomery Cyclery can allow itself to be further exposed to new markets.

“Pedaling for a Change”

“The Top 3”

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Type Exploration

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Montgomery Health & FitnessMaking Life MatterAs a locally owned bicycle shop since 1965, Montgomery Health & Fitneshas been recognized as the “Best Bicycle Shop” 11 years in a row by CityBeat Magazine located in Cincinnati, OH. With �ve di�erent locations inthe Tri-state area, Montgomery Cyclery has proudly served its surroundinglocal communities for many years.

Heading: Myriad Pro Bold CondensedSubheading: Myriad Pro Condensed ItalicBody Copy: Myriad Pro Regular

Montgomery Health & FitnessMaking Life MatterAs a locally owned bicycle shop since 1965, Montgomery Health & Fitneshas been recognized as the “Best Bicycle Shop” 11 years in a row by CityBeat Magazine located in Cincinnati, OH. With five different locations inthe Tri-state area, Montgomery Cyclery has proudly served its surroundinglocal communities for many years.

Heading: Gill Sans LightSubheading: Gill Sans Light ItalicBody Copy: Gills Sans Regular

MONTGOMERY HEALTH & FITNESSMaking Life MatterAs a locally owned bicycle shop since 1965, Montgomery Health & Fitneshas been recognized as the “Best Bicycle Shop” 11 years in a row by CityBeat Magazine located in Cincinnati, OH. With five different locations inthe Tri-state area, Montgomery Cyclery has proudly served its surroundinglocal communities for many years.

Heading: Goudy Olde Style BoldSubheading: Goudy Olde Style RegularBody Copy: Modern No. 20 Regular


Heading: Eurostile RegularSubheading: Eurostile BoldBody Copy: Eurostile Regular


Heading: Corbel BoldSubheading: Corbel RegularBody Copy: Corbel Regular


Heading: Futura Condensed MediumSubheading: Futura Condensed Medium ItalicBody Copy: Futura Condensed


Heading: Century Gothic BoldSubheading: Century Gothic ItalicBody Copy: Century Gothic Regular


Heading: Sathu RegularSubheading: Sathu RegularBody Copy: Sathu Regular


Heading: Bell MT BoldSubheading: Bell MT RegularBody Copy: Bell MT Regular

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Color Exploration

Palette 1: As more of a neutral color scheme, the colors selected for this palette are direct color tones, all with the same hue. �ese colors keep the color scheme simple with very little interruptions. �is color scheme would be seen as a safe route.

Palette 2: As all Pantone Solid Coated colors, these selected colors demonstrate a series of shading up and down. With 4 distinct colors, divided into 2 color hues, these colors represent calm and ease because of their ability to re�ect organic elements.

Palette 3: As a mix between palette 2 and 4, this color scheme provides that earth feeling too, because of the representation with the blue and the green. �ese colors are strong because they have various meanings that hold a great deal of value to each viewer.

Palette 4: As a much cooler color scheme, these colors represent trust, dependability and commitment because of their abilty to soothe. �is color scheme is engaging and dynamic and that keepsits image much more modern looking.

Palette 5: To shake it up a little, these colors are bold and re�ect the energy to hit the ground running. �ese colors jump o� the page and really capture the eye of the viewer. �e colors were chosen to make a viewer become involved and wanting more.

Palette 6: As a secondary option to providing some energy, these colors provide some punch because of their ability to reach out and grab the attention of the viewer. �ese colors provide character and a willingness to evolve with a product.

Graphic Toolbox

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making life matter

Montgomery Health & Fitness

Col

ors PMS: Cool Gray 11 C

CMYK: 0-2-0-68RGB: 113-112-115

PMS: 7470 CCMYK: 0-2-0-68RGB: 113-112-115

PMS: Warm Gray 10 CCMYK: 0-14-28-55RGB: 138-121-103

PMS: 3425 C 1CMYK: 100-0-78-42RGB: 0-112-74


PMS: 7414 CCMYK: 0-46-100-11RGB: 223-140-25

PMS: Cool Gray 3 CCMYK: 0-0-0-17RGB: 216-217-218

PMS: 484 CCMYK: -0-95-100-29RGB: 179-35-23

Imag

es

FontsHeading:Montgomery Health & Fitness

(Gill Sans Light)

Subheading:making life matter

(Gill Sans Light Italic)

Body Copy:As a locally owned bicycleshop since 1965, MontgomeryHealth & Fitness...

(Gill Sans Light &Gill Sans Regular)

As a locally owned bicycle shop since 1965, Montgomery Health & Fitness has been recognizedas the “Best Bicycle Shop” 11 years in a row by City Beat Magazine located in Cincinnati, OH. With five different locations in the Tri-state area, Montgomery Health & Fitness has proudlyserved its surrounding local communities for many years. By expanding into the health and foodindustry, Montgomery Health & Fitness mission is to guide and instill confidence and ownershipto one’s life. The goal of this campaign is not to change who you are, but provide options that willassist you in making a decision that will have a successful impact for those later in life.

Montgomery Health & Fitness targets individuals, preferable with children looking to make a difference in their life along with their children’s life. The mission of this campaign is to influencehealthy decision making and lengthen the quality of life. This is why Montgomery Health & Fitnesshas decided to go with a theme that has primary colors that are fun and inviting, but reserved.Additionally, shades of brown and gray are added for the type to provide a clean and sophisticatedambiance. Images selected were to demonstrate words of encouragement, services that arerewarding, but enjoyable to achieve and that the person looking to make change is not alone inthis transformation. Montgomery Health & Fitness highly markets group counseling and fitnesssessions because everyone is an instructor and a student. Everyone taking part is their to help theperson next to them achieve their goals and see that an individual they have helped does succeed.

Col

ors

Imag

es

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making life matter


Col

ors PMS: Cool Gray 11 C

CMYK: 0-2-0-68RGB: 113-112-115

PMS: 7470 CCMYK: 0-2-0-68RGB: 113-112-115


PMS: 3425 C 1CMYK: 100-0-78-42RGB: 0-112-74


PMS: 7414 CCMYK: 0-46-100-11RGB: 223-140-25

PMS: Cool Gray 3 CCMYK: 0-0-0-17RGB: 216-217-218

PMS: 484 CCMYK: -0-95-100-29RGB: 179-35-23

Imag

es

FontsHeading:Montgomery Health & Fitness

(Gill Sans Light)

Subheading:making life matter

(Gill Sans Light Italic)

Body Copy:As a locally owned bicycleshop since 1965, MontgomeryHealth & Fitness...

(Gill Sans Light &Gill Sans Regular)

As a locally owned bicycle shop since 1965, Montgomery Health & Fitness has been recognizedas the “Best Bicycle Shop” 11 years in a row by City Beat Magazine located in Cincinnati, OH. With five different locations in the Tri-state area, Montgomery Health & Fitness has proudlyserved its surrounding local communities for many years. By expanding into the health and foodindustry, Montgomery Health & Fitness mission is to guide and instill confidence and ownershipto one’s life. The goal of this campaign is not to change who you are, but provide options that willassist you in making a decision that will have a successful impact for those later in life.

Montgomery Health & Fitness targets individuals, preferable with children looking to make a difference in their life along with their children’s life. The mission of this campaign is to influencehealthy decision making and lengthen the quality of life. This is why Montgomery Health & Fitnesshas decided to go with a theme that has primary colors that are fun and inviting, but reserved.Additionally, shades of brown and gray are added for the type to provide a clean and sophisticatedambiance. Images selected were to demonstrate words of encouragement, services that arerewarding, but enjoyable to achieve and that the person looking to make change is not alone inthis transformation. Montgomery Health & Fitness highly markets group counseling and fitnesssessions because everyone is an instructor and a student. Everyone taking part is their to help theperson next to them achieve their goals and see that an individual they have helped does succeed.

Col

ors

Imag

es

“A graphic toolbox is a visual interpretation of elements that convey the essence of the Montgomery Health & Fitness’ concept. By creating a design language, a designer can set the tone in a way that’s interesting, engaging and appropriate for the company.”

Print Ad Sketches

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Advertisements don’t get the chance to make a secondary first impression. They should be well planned and designed to influence the viewer’s opinion. To provide future growth for Montgomery Health & Fitness, thinking outside of the box is the key to the survival and expansion of the company. However, the question remains: How exactly does one successfully design an ad for any company to draw ample attention and customers?

For Montgomery Health & Fitness, print ads will play a key role in selling an image and not a price. The quality of life as defined by Montgomery Health & Fitness is an inanimate object that has no “official” value. However, the target for the company’s print concepts is to put a “price” on this emotional feeling. With Montgomery Health & Fitness, the goal for its customers is to question their current status and abilities for not only themselves but for their families as well. Montgomery Health & Fitness looks to embrace an image that is inviting, but sparks a bit of curiosity within a client.

“How Much?”

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Print AdWhere can I goto make a changein my life?

making life matter


making life matterVisit us online at: www.montgomeryhandf.com

Montgomery Health & Fitness has proudly served its

local communities for many years and its goal is to guide

and instill confidence and ownership to one’s life.

Website Wireframes

“By taking the time to create at least a simple wireframe, you can make sure that your designs will take into account all the different page elements that need to go into the design, and that they’re positioned in the best possible way. As a cost-effective option, wireframes could save you potential time lost due to revising a high-fidelity comp. Wireframes can easily be revised or discarded and they give your page layouts a great starting point and a solid foundation.”

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Website SitemapHome

Guest Pro�lesProductsAbout Us Calendar Tips Services

Fitness Equipment Bicycles Accessories Apparel

Men’s Women’s Children

Replacement Parts

Counseling

Bike Sales/Service

Market

Nutritionist/Dietician

Exercise/YogaClasses

Weight/PersonalTraining

Follow UsContact Us

Cycling

Exercise

Goal Setting

Mental Health

Nutrition

Weight Training

Eric Hartman

Julie Joseph

Brian Locke

Chris Moore

Christina Edwards

Beechmont

Erlanger

Loveland

Montgomery

West Chester

July

August

September

October

November

December

January

February

March

April

May

June

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Website Sketches

Left Navigation BarConsidered an industry “standard,” the left navigation bar works from the company logo in the top left corner and outward from left to right and top to bottom. This layout is easy to navigate through and it works well at holding its content and images together.

Align CenteredAs a way to retain a focal point on a page, the align centered layout is a design that serves a happy medium to being different from a company competitors’ but still remain as an industry standard because of the ease of use through navigation and placement of elements.

Right Navigation BarAs more of an a-typical layout, the right navigation bar serves as way stand out from the company’s competitors. The layout maybe confusing to first time web users, but could prove to be effective if a user chooses to be flexible and embrace the information provided to them.

Television Commercial Sketches

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Concept 1: A Custom FitTwo male friends are out on a bicycle ride and one of the males, male A is having trouble keeping up with male B. When they stop for a break, male B suggested to male A that he look at becoming a member to Montgomery Health & Fitness. The next scene then cuts to male B and male A at Montgomery Health and Fitness where male A signs up to become a member and get custom fitted for a bike. In no time at all male A was soon able to keep up with male B and other friends on future bicycle rides.

Concept 2: Before & After*

Concept 3: Free TimeTwo sisters are driving in the car and are discussing the things they have to do for the day. Sister B turns to sister A and suggested from a friend that they go to MHF to complete all of their errands for the day. Once inside Montgomery Health & Fitness, the sisters shop at the fresh food market, buy a new piece of clothing or two, get their workout in and purchase some new bicycle shoes they need. The last scene cuts to the sisters, clinking glasses of wine, celebrating the new found free time they have.

Television Commercial Storyboard

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Concept 2: Before & After*

A female sees her appearance in the mirror and is unsatisfied with the way she looks. The female recently had her first child and because of it, is in need of some assistance getting back in shape. With the help of a personal trainer and setting goals that fit her schedule, body type and capabilities, the female is shown again in the end as a changed person. This time though, the female is more than happy with the results she is getting from Montgomery Health & Fitness. 1

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3.0

3.0Style GuideCampaign Logo BreakdownPermitted Alternate Logo OptionsIncorrect Logo UsageTypography & Color PaletteImagery & Graphic Elements BreakdownBusiness SystemPrint MarketingDigital Media

31 - 3233 - 3435 - 3637 - 3839 - 4041 - 4243 - 4445 - 46

making life matter


Tagline (P3)

x

Icon (P1)

h

Campaign Logo: Breakdown

Company Name (P2)

x

Company Name Description (P2)

Clear Space

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Campaign LogoThe campaign logo is composed of three parts, the Icon (P1), Company Name/Description (P2) and Tagline (P3). The Tagline is placed just below the logo and is justified right to match the right edge of the Company Name - Montgomery. The typography for the logo consist of two fonts. The Company Name - Montgomery is created using Adobe Garamond Bold. The Company Name Description uses Helvetica Neue Ultra Light font and the Tagline, making life matter is created with Adobe Garamond Bold Italic font.

The color of the logo includes: 484C for the Company Name and Icon cutout of the heart and apple shape. The Company Name Description is presented in Cool Gray 11C. The Tagline is created with Warm Gray 5C and the Icon apple leaf is developed with the color 576C. Lastly, the Icon apple stem is created with 409C. Any alterations to these colors are prohibited. A color conversion kit for all campaign colors is included on page 40 within this Style Guide section.

No alterations are permitted to the Montgomery Health & Fitness logo. Alternate options to the campaign logo are located on page 37 within this Style Guide Section.

Clear SpaceThe clear space is defined as space around the logo where elements of design, which include: typography, photography, textures, and graphic objects shall not enter the white space around the Montgomery Health & Fitness logo. The clear space as shown in the logo to the left is the height of “x.” The height of “x” is defined as the maximum height of the Company Logo Description that contains capital letters such as H, F, and &.

Logo SizeWhen using the Montgomery Health & Fitness logo, at no point is it permitted to size the logo, which includes the Company Name, Company Name Description and Tagline smaller than 3/4” (.75”) in “h” height. Without the Tagline included in the campaign logo, it is permitted to size the logo the height of “h” to 1/2” (.5”).

“The way we communicate conveys important messages about our company. Image and identity are expressed not only in what we say and how we say it, but also in the “look and feel” of our communications - the colors we use, the use of our logos, typeface (font), etc. When all of our communications share a distinct and consistent look and feel, we communicate our core values before even a single word is read.”

The Green Building Institute

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Two-Thirds Logo (P1/P2)Does Not Contain P3

Permitted Alternate Logo Options

making life matter


Full Logo, One ColorRed - Pantone 484C*

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One-Third Logo (P1)Does Not Contain P2 or P3

One-Third Logo (P1), One ColorDoes Not Contain P2 or P3, Red - Pantone 484C*

making life matter


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Two-Thirds Logo (P2/P3)Does Not Contain P1

Two-Thirds Logo (P2/P3), One ColorDoes Not Contain P1, Red - Pantone 484C*

One-Third Logo (P2)Does Not Contain P1 or P3

One-Third Logo (P2), One ColorDoes Not Contain P1 or P3, Red - Pantone 484C*

making life matter


making life matter


making life matter


Additional Color OptionsAny Permitted Alternate Logo Options that are marked with an asteriik * are permitted to be shown with an additional solid color option. These colors include: Pantone Prcoess Black C or Pantone Cool Gray 11C. Color breakdowns can be found on page 38 within this Style Guide section.

making life matter


Incorrect Color

making life matter


Incorrect Scaling

making life matter


Incorrect Use over Photograph/Texture

making life matter


Incorrect Color

Incorrect Logo Usage

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Heading: MontgomeryFont Adobe Garmond BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

Heading: Health & FitnessFont: Helvetica Neue Ultra Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

Tagline: making life matterFont: Adobe Garamond Pro Italic

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

Body Copy: As locally owned bicycle shop since 1965...Font: Adobe Garmond Regular, Italic, Bold & Helvetica Neue Ultra LightA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

Typography

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Dark TanPMS: Warm Gray 10CCMYK: 0-14-28-55RGB: 138-121-103

Color Palette

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OrangePMS: 7414CCMYK: 0-46-100-11RGB: 223-140-25

BluePMS: 5405CCMYK: 58-17-0-46RGB: 59-110-14

RedPMS: 484CCMYK: 0-95-100-29RGB: 179-35-23

GreenPMS: 57CCMYK: 49-0-100-39RGB: 92-135-39

Light TanPMS: Warm Gray 5CCMYK: 0-5-10-29RGB: 191-182-173

GrayPMS: Cool Gray 11CCMYK: 0-2-0-68RGB: 113-112-11

Medium TanPMS: 409CCMYK: 0-13-15-45RGB: 157-141-133

BlackPMS: Process Black CCMYK: 0-0-0-100RGB: 35-31-32

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IMAGERY

IMAGERY

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Typography, Color & ImageryTypographyWith Montgomery Health & Fitness, typography takes top priority with the company’s campaign because of how strongly it is incorporated into the company logo. When designing with type, as shown on page 37, Helvetica Neue Ultra Light is the primary font for the campaign and should be used for all main headings in various mediums. The secondary font of the campaign, Adobe Garamond Pro can be used for all sub-headings and body content. However, Helvetica Neue Ultra Light can be substituted for body copy, if needed.

ColorAs the second most important design element to Montgomery Health & Fitness’ campaign, color is the ability to define a brand’s capabilities through the use of hues and values. The colors chosen for this campaign are broken into two groups, primary and neutral colors. The primary colors as you have seen on page 38 in this Style Guide section are red, yellow, green, and blue. The neutral colors consist of, black, gray, dark medium, and light tan. All colors that have been selected are to be used as ways to market Montgomery Health & Fitness. The color dark tan should selected for all headings, while the color black should be use for body copy content. The colors green, yellow, dark and light tan should be used as secondary colors to accent when necessary. The color gray is required to be used your prior to any secondary colors to accent and support the color graphics defined within the body content.

ImageryThere are many different images that can be implemented into Montgomery Health & Fitness’ creative pieces. However, only a select few will be used to properly communicate the message behind the campaign. The images shown to left (page 39) are examples of the products and services associated with Montgomery Health & Fitness. Even though these are sample images, they are strong at highlighting and defining the meaning behind the companies campaign.

LetterheadThe letterhead for the Montgomery Health & Fitness will include the color Gray, shown as transparencies for the top header. The footer will include a 1/2” height Dark Tan solid bar. Located the footer will be contact information for Montgomery Health & Fitness in Adobe Garamond Pro Bold typeface. Justified center and 1/2” below the header the Montgomery Health & Fitness is placed as the focal point of the page.

Business CardThe business card for the Montgomery Health & Fitness will include a two-sided design piece. The front of the business card will include the contact information for all employees associated with Montgomery Health & Fitness. Additionally, the remainder of the business card will include the background in the color Dark Tan, the font in Adobe Garamond Bold, and the brand circle graphics located along the right edge of the business card. This design piece will serve as the main point of contact between any guest and Montgomery Health & Fitness. Also, the back of the business card will contain the company logo and website shown in Helvetica Neue Ultra Light typeface.

Business System

41

making life matter


wwww.montgomeryh&f.com

Craig NelsonPresident

8483 Beechmont Ave.Cincinnati, OH 45255

Phone: 513-474-5888Cell: 513-289-3726Fax: 513-474-5898

cnelson@montgomeryh&f.com

EnvelopeThe envelope for the Montgomery Health & Fitness will serve as the simplest branded document for the company’s business system. The logo has been placed in the top left corner, 1/4” from the top and left edge while the contact information for Montgomery Health & Fitness will be place 1/4” just below it. The font for the contact information will be shown in the color Black as Helvetica Neue Ultra Thin typefont. The contact information will be justified left and and be aligned 1/4” from the left edge of the envelope to match the left edge of the Montgomery Health & Fitness logo.

making life matter


8483 Beechmont Ave.

Cincinnati, OH 45255

Phone: 513-474-5888

Fax: 513-474-5898


42

making life matter


8483 Beechmont Ave. Cincinnati, OH 45255 Phone: 513-474-5888 Fax: 513-474-5898 wwww.montgomeryh&f.com

03/24/12

John Smith9628 South Creek DriveCincinnati, OH 45102

Dear Mr. John Smith,I personally wanted to thank you for your continued support and generosity through out the years

with Montgomery Cyclery. We feel we are able to provide our customers with quality products for a

great price.

With an economy that is full of variables, we have elected to extend our reach to customers by

expanding our products and services under a new brand. Montgomery Cyclery will now be known as

Montgomery Health & Fitness. We have not sold the company and previous products will retain all

warranties associated with them. We have decided to make this change to stay one step ahead of our

competitors. By offering services, such as a fresh food market, fitness equipment, group fitness and

spinning classes as well as counseling and nutrition guidance, we feel we are better able to provide our

customers with a life changing style. Our mission with this campaign is to educate our customers and

guide them to goals they see fit for their end result. This is why we have chosen, making life matter as

our tagline to this new campaign.We feel that you and many others will be pleasantly surprised as to how well this new campaign will

succeed. We invite you to visit us on Saturday, May 9, 2012 at 9am for the release of our campaign at

our Beechmont location. We will be offering discount prices on all products and services that will be

available the first month of this new adventure. We thank you again and look forward to your contin-

ued support.

Sincerely, Craig Nelson President Montgomery Health & Fitness

making life matter


8483 Beechmont Ave.


Phone: 513-474-5888

Fax: 513-474-5898


43

“You have to be different, think outside the square. You need

an angle, something a little offbeat. Crazy even. You need a

catch-line that is attention-grabbing, a headline that ensure

maximum exposure”

making life matter


Want to know where you can become more health conscience that will bene�t your family?www.montgomeryhandf.com

44

Print MarketingAdvertising efforts are important whether they are through digital media applications or printed literature. For Montgomery Health & Fitness, printed ads placed in magazines, posters placed in display cases, brochure collateral and billboards are the four units within the print marketing division. Within each of these units, all products will retain the branded image of Montgomery Health & Fitness set forth within this Style Guide section.

Magazine AdsMagazine ads for Montgomery Health & Fitness will be placed in magazines that reach regional and national markets based off market research. With each magazine ad, they will be setup as a full page spread (8” x 10”) based on a typical magazine size. However, depending on certain variables, such location, cost, and exposure the size of the ad could be reduced to stay within a controlled budget.

Display CasesPosters placed in displays cases in locations such as bus stops, will be used in regional marketing efforts. The goal with this select marketing will be to target more defined demographics personally, by grabbing the attention of the audience from the message contained within the marketing piece.

Brochure CollateralServing as strictly an informative piece of literature, any brochures or sales flyers will be a call of action to about any end user. These design pieces made for guests to take with them will be used to inform guest of the benefits and features to being a member with Montgomery Health & Fitness. Additionally, sales promotions will be added to these items as an on call basis.

BillboardsAs the largest design element to the marketing campaign, billboards will serve as the simplest form of design since its call to action must market to a wide range of demographics. With the logo contained to the left, all typography content will be contained within a gray color box to the right side of the billboard. The text used for this area will be Helvetica Neue Ultra Thin and Adobe Garamond Pro Bold to display the message and the Montgomery Health & Fitness’ website address.

45

When it comes to digital media, Montgomery Health & Fitness takes pride in making sure the most current information is update to date on all of their media outlets. Media outlets include, the company website which can be found at www.montgomeryh&f.com, Facebook, and television productions. Regardless of the location, all digital media mediums will follow the Montgomery Health & Fiitness’ guidelines as stated in this Style Guide section. The company logo should act at the primary point of hierarchy and then filter into other various headings and subheadings. All digital media applications are marketed to a broader range of demographics, where information will act as point of reference to learning more.

WebsiteAs the primary marketing tool for Montgomery Health & Fitness, the website will contain items such as, class schedules, benefits/ services, and videos/photos.

Social MediaFacebook, a link on Montgomery Health & Fitness’ home page, guests are able “LIKE” the page and get up-to-date photos, events, and class schedules.

TelevisionDifferent for every regional market, television productions will be 30 seconds in length and highlight the most current sales promotion for that territory

DIGITAL MEDIA

46

DIGITAL MEDIA

4.0

4.0Final DesignsFinal Logo & WebsiteBusiness System & Print AdTV CommercialPromotional ItemsReferences

49 - 5051 - 5253 - 5455 - 5657 - 59

making life matter


Campaign Logo: Full Color

49

Website

50

As a locally owned bicycle shop since 1965, Montgomery Health & Fitness has been recognized as the “Best Bicycle Shop” 11 years in a row by City Beat Magazine. By expanding into the health and food industry, our mission is to guide and instill con�dence and ownership to one’s life. �e goal is not to change who you are, but provide options that will assist you in making a healthy decision that will have a successful impact for those later in life. With �ve di�erent locations in the Cincinnati Tri-state area, Montgomery Health & Fitness has proudly served its surrounding local communities for many years.

Log InForgot username?Forget password?

Looking to Join?

Membership Information

Already a member?username

password

Current Weather

http://www.montgomeryhandf.com

Follow UsContact Us

Services Products Tips CalendarGuest Pro�les About

Looking to make a change in life?

Home Services Products Guest Pro�les Calendar About Employment © Copyright 2011

making life matter

MontgomeryHealth & Fitness making life matter

making life matter



Craig NelsonPresident

8483 Beechmont Ave.Cincinnati, OH 45255

Phone: 513-474-5888Cell: 513-289-3726Fax: 513-474-5898

cnelson@montgomeryh&f.com

making life matter


8483 Beechmont Ave.


Phone: 513-474-5888

Fax: 513-474-5898


Business System

51

making life matter


8483 Beechmont Ave. Cincinnati, OH 45255 Phone: 513-474-5888 Fax: 513-474-5898 wwww.montgomeryh&f.com

03/24/12

John Smith9628 South Creek DriveCincinnati, OH 45102

Dear Mr. John Smith,I personally wanted to thank you for your continued support and generosity through out the years

with Montgomery Cyclery. We feel we are able to provide our customers with quality products for a

great price.

With an economy that is full of variables, we have elected to extend our reach to customers by

expanding our products and services under a new brand. Montgomery Cyclery will now be known as

Montgomery Health & Fitness. We have not sold the company and previous products will retain all

warranties associated with them. We have decided to make this change to stay one step ahead of our

competitors. By offering services, such as a fresh food market, fitness equipment, group fitness and

spinning classes as well as counseling and nutrition guidance, we feel we are better able to provide our

customers with a life changing style. Our mission with this campaign is to educate our customers and

guide them to goals they see fit for their end result. This is why we have chosen, making life matter as

our tagline to this new campaign.We feel that you and many others will be pleasantly surprised as to how well this new campaign will

succeed. We invite you to visit us on Saturday, May 9, 2012 at 9am for the release of our campaign at

our Beechmont location. We will be offering discount prices on all products and services that will be

available the first month of this new adventure. We thank you again and look forward to your contin-

ued support.

Sincerely, Craig Nelson President Montgomery Health & Fitness

Print Marketing

52

making life matter


Want to know where you can become more health conscience that will bene�t your family?www.montgomeryhandf.com

53

TelevisionConcept 2: Before & After*

A female sees her appearance in the mirror and is unsatisfied with the way she looks. The female recently had her first child and because of it, is in need of some assistance getting back in shape. With the help of a personal trainer and setting goals that fit her schedule, body type and capabilities, the female is shown again in the end as a changed person. This time though, the female is more than happy with the results she is getting from MHF.

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PROMOTIONAL ITEMS

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PROMOTIONAL ITEMS

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Image Referenceshttp://yenyoga.files.wordpress.com/2011/08/yoga-yoga-1205692_1782_1388.jpeg

http://www.eldoradohillswellnesschiropractor.com/wpcontent/uploads/2012/02/hearthealth.jpg

http://fabandfru.com/new/wp-content/uploads/2011/01/healthy-livingwoman.jpg

http://photo.africabeauties.com/images/girl/1190201-1190400/31849ac8-28e4-4ed3-ad51-2d1db3343036.jpg

http://www.sportsebooks.com/content_images/1/Bodybuilder.jpg

http://www.rinconvacations.com/wp-content/uploads/2011/09/yoga_beach-sunset.jpg

http://www.joandjasonmakeabet.com/wp-content/uploads/2012/01/02.scale_.jpg

http://www.blogcdn.com/www.slashfood.com/media/2010/02/feet-scale.jpg

http://crazy-frankenstein.com/free-wallpapers-files/miscellaneous-wallpapers/love-wallpapers/hands-making-heart-shape-1024x768-love-wallpapers.jpg

http://www.dixonfruit.com/images/fruit.jpg

http://www.frontrangecounselingcenter.com/images/groups.jpg

http://healthguidefitnesstips.com/wp-content/uploads/treadmill_sashaW_flickr_lg.jpg-620x250.jpg

http://blog.virtualworldfitness.net/wp-content/uploads/2010/08/group_Fitness_Class.jpg

http://1.bp.blogspot.com/1jVZ27DI3GE/TcgnKCcD_SI/AAAAAAAAAGA/MDPPsSPmljg/s1600/vegeteble.jpg

http://drlindamintle.com/wp-content/uploads/2010/08/ept-couple.jpg

http://www.kellyoconnellrd.com/wp-content/uploads/2010/04/fruits-and-vegetables-45.jpg

http://www.marieclaire.com/cm/marieclaire/images/L2/48-health-tips-lg-new.jpg

http://www2.2space.net/images/upl_newsImage/1248748815.jpg

http://img.ibtimes.com/www/data/images/full/2011/01/14/59049-researchers-say-the-results-show-that-talk-therapy-may-be-pr.jpg

http://farm3.static.flickr.com/2204/2064858589_d7b19bf6a9.jpg

http://www.angrytrainerfitness.com/wp-content/uploads/2011/05/Cycling.jpg

http://medicmagic.net/wp-content/uploads/2010/08/Depressed-Person.jpg

http://us.123rf.com/400wm/400/400/ariwasabi/ariwasabi1005/ariwasabi100500016/6959507-healthy-fitness-woman-isolated-on-white-background-beautiful-fit-mixed-asian-chinese--caucasian-fema.jpg

58

http://us.123rf.com/400wm/400/400/iofoto/iofoto0712/iofoto071204208/2456860-caucasian-mid-adult-parents-grocery-shopping-for-fruit-with-male-toddler.jpg

http://us.123rf.com/400wm/400/400/stockbroker/stockbroker0806/stockbroker080600857/4498188-father-and-daughter-shopping-for-lettuce-at-a-grocery-store.jpg

http://collegepals.org/wp-content/uploads/2011/12/girl-thinking-time-is-important.jpg

http://www.healthnewsnw.com/wp-content/uploads/2011/09/Woman-health.jpg

http://img.webmd.com/dtmcms/live/webmd/consumer_assets/site_images/articles/health_tools/sex_drive_killers_slideshow/getty_rf_woman_looking_at_rear_in_mirror.jpg

http://girls4godmagazine.com/hand.holding.heart.jpg

http://mlblogsredstatebluestate.files.wordpress.com/2012/01/yoga.jpeg

http://jaanlo.com/files/imagecache/rectangle_800/files/howto_steps/How%20to%20Lose%20weight%20woman%20working%20out_0.jpg

http://www.monbulkaquatic.com.au/2719/images/custom/male%20gym%202.jpg

http://etmc.org/pagepics/2010fitness2.jpg

http://cache2.artprintimages.com/p/LRG/38/3841/5SJYF00Z/art-print/chris-trotman-male-working-out-with-weights-in-a-health-club-rutland-vermont-usa.jpg

http://cdn.mobiclue.com/wp-content/uploads/2010/01/Apple-iPad-photos-price-specifications.jpg

http://upload.wikimedia.org/wikipedia/commons/5/59/Two_left_hands_forming_a_heart_shape.jpg

http://3.bp.blogspot.com/-Fuh8OC6gJA4/T0g5w8YPyNI/AAAAAAAAA-8/baoLcvDk4w/s1600/woman-working-out.jpg

http://i182.photobucket.com/albums/x289/mx_steel/iMac2.png

http://compasnewsnow.com/wp-content/uploads/2012/02/42-sony-lcd-tv-reviews.jpg

http://bigmansusa.com/images/products/detail/Nike333115Black.JPG

http://images.nike.com/is/image/DotCom/THN_PS/Nike-Legend-Dri-FIT-Poly-Mens-Training-T-Shirt-371642_302_A.jpg&hei=375&wid=500


http://images.nike.com/is/image/DotCom/PDP_P/Nike-Legend-Dri-FIT-Poly-Mens-Training-T-Shirt-371642_703_A.jpg?wid=500&hei=375&fmt=jpeg&


http://image.shutterstock.com/display_pic_with_logo/463936/463936,1311824012,1/stock-photo-fitness-woman-portrait-isolated-on-white-background-smiling-happy-female-fitness-model-looking-at-81777865.jpg

www.istock.com

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Research Referenceswww.lifetimefitness.com

www.urbanactive.com

www.performancebike.com

www.trekstorecincinnati.com

www.montgomerycyclery.com

http://socialreport.msd.govt.nz/health/obesity.html

www.gbci.org

http://issuu.com/mdmfa_dsr/docs/12.4.3_durko_issuu?viewMode=magazine&mode=embed

http://www.noupe.com/design/eye-catching-clever-print-ads.html

http://sixrevisions.com/user-interface/website-wireframing/

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Neal NieberdingFull Sail University

MDMFA - May 2012

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