To reinforce its renewed focus on celebrating progress over perfection, BODi engaged JD&Co. Creative for a Brand and Design Strategy Refresh. With the business unified under the BODi Masterbrand for the first time, it was important to develop a flexible design system capable of supporting the unique programs within each pillar.

After rounds of stakeholder and audience interviews, we established BODi’s guiding principles of Joy and Vitality.

With Joy and Vitality at the core of the BODi brand world, JD&Co. Creative refreshed all visual and verbal brand expressions to feel uplifting, encouraging, authentic, and full of movement.

The new logo was expanded into outlined and stacked forms to support a broader range of applications and motion graphics. The color palette and photography style drew from the company’s California origins, reflecting the brightness, optimism, and energy of the West Coast.

The typography system, featuring bold expanded headlines, dynamic mixed-font callouts, and clean, easy-to-read body copy, was designed to support a wide range of communication, from motivation to education. The guiding pathway became a core graphic device, appearing in motion, framing imagery, or standing as a static wave. It reflects the non-linear nature of each individual’s wellness journey.

Below are the key strategic elements that shaped the BODi brand Identity system.

BODi’s updated mission is to help people achieve healthy, fulfilling lives through Health Esteem, promoted by three foundational pillars: Fitness, Nutrition, and Mindset. To unify the portfolio under one masterbrand, we created a single design system with enough flexibility for each pillar to promote its unique programs.

To inspire confidence in a brand that once emphasized perfection, it was important to ensure its core audience did not feel left behind. To achieve this, the communication needed to feel authentic, approachable, and clear—delivering expertise and value in the simplest terms possible while maintaining an uplifting and human tone.

BODi provides everything people need to feel good from day one and live a healthy life on their own terms. To support every category within the brand, JD&Co. Creative developed a straightforward yet flexible design system. With Joy and Vitality at its core, the BODi brand world delivers a broad range of possibilities and experiences.

Our partnership with BODi has allowed the fitness brand to reinvigorate its communications with long-time customers and reach new audiences with a holistic wellness focus. As the fitness category has expanded beyond the conventional emphasis on ripped physiques and extreme commitments toward mindfulness and general wellness, BODi has evolved its brand communications to reflect this shift.

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