As well as looking different, the new Lenus brand had to encompass a much wider range of topics such as nutrition, mental and physical health and the benefits of a healthy lifestyle, reflecting its holistic approach.
Lenus’ offer extends way beyond purely its digital product, with human relationships and experiences sitting at the heart of its business model.
The new brand needed to stand out in a crowded and fast-paced digital health and wellbeing space while being careful not to appear too masculine or narrow. Art direction needed to be professional, holistic and energetic, avoiding any imagery that was too cliched or corporate.
Another key element of the graphic style is introducing signatures into the communications, a highly personal and unique moment which emphasises the individuality and trust amongst health coaches and Lenus.
Pentagram’s new graphic language, colour palette, photography and tone of voice all work together to position Lenus as a force for change within the health and fitness coaching industry.