App branding and development
Following the rights win for the Corporate Running World Cup, CSM wanted to build and brand their own wellness app for the workplace that would include an annual event called the Corporate Running World Cup.
The biggest challenges involved developing an ownable name that would a) be trademarkable, b) work with the annual event and c) Sound and look fun to be part of. As an Enterprise focused initiative the app needed to be anything but corporate for people to want to be involved. .
I started by developing naming conventions and brand hierarchy to enable the use of rights for the Corporate Running World Cup. This ultimately involved making the Running World Cup 'powered' by the name of the app. From there, getting stakeholder buy-in was key before involving Art Directors and Brand designers to develop a brand identity I had conceptualised from the values of what the brand Boostr should be about.