Juma is a treadmill fitness studio designed for everyone. No matter where you are on your fitness journey, juma wants you to be a part of their positive community. There is no competition, just good vibes and staying active. Juma is a community of like-minded people working out together as a unit. They also donate profits from every class towards Charity Water to help provide clean and safe water for those who need it most all around the world.
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Brand Identity Design
W³ Award – 2019 Best in Show Website
W³ Award – 2019 Gold in Fitness Website
They wanted a brand that feels inclusive, approachable, engaging, and empowering. Once we found inspiration for the name from the language of the Tarahumara Tribe, an indigenous tribe of people in Mexico renowned for their running ability. After analyzing the running industry our audience and direction was clear as water. We embraced the inclusive and optimistic culture of the Tarahumara community. This laid the path for our brand strategy to build a tribal brand that gives back.
Inspired by the themes of a journey, pathways, and points in life the Juma brand identity articulates those elements with shapes metaphorically. We emphasizes the bright colors expressed in the Tarahumara culture. We created a brand mark that represents a heart the for universal symbol of love & a spiral the universal symbol of water. All inspired by a empathic brand that gives back, nourishes communities, and embraces everyone no matter where they are on their journey.
We designed and developed an award winning website. We started with finding user needs, goals, and creating user journeys to encourage people to join the Juma tribe. Continuing with creating wireframes, UI design, and prototyping the site to be reviewed by client and developers to ensure it was optimized for business success.
Designed to give an overview of the Juma experience, a glimpse into the variety of classes, learning about the fitness mentors, and chairities that Juma supports. Driving users to dig deeper if they have hesitations, educating and encouraging users to sign up for classes with confidence.
Juma has continued to thrive since their brand launch. The website received two W³ Awards. Now Juma is a growing community of passionate people who are making a difference in their lives. Also positively impacting people all the way across the world with the help from Charity Water. The brand was built with heart in mind and will continue to evolve on it’s journey to make people feel good and live well.
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