The logo couldn't be changed, funny story short, a member had recently tattooed the logo — it was definitely not the opportune moment to do so. But hey, the black & yellow was distinct from their competitors.
Mauro, CEO of Team MHD, already used Instagram to share stories of their clients. And that, was the impact we wanted to keep. We focused everything on their clients, with photography playing a significant role in expanding the identity. Our goal was to radiate sophistication and professionalism while preserving an authentic touch (minimum edits). After establishing a minimal look, the remaining set relied to effectively convey the message through a confident tone of voice.
As part of the expansion, editing photos, more likely, removing the background, improving quality and get consistent tones was crucial — as you may be aware, the target audience is not fan of photoshop, they rather praise the hard work to achieve their results.
Since the new approach to the identity, Mauro Coelho has seen a significant increase in brand recognition and customer loyalty, which has lead to increased conversions and consequently, the prices went up. Don't get me wrong, the expansion could not make it possible alone, Mauro also played a big role in improving his services.
Maximum — We wanted to take advantage of that specific word, so we played with the scales. The logo zooms out impactfully, unveiling MHD: Maximum Human Development. It then zooms in, creating a sense of closeness while implying viewer participation with a hidden message “this could be you”.
In the athletes' promotional video, we did a similar approach. Each athlete was introduced emerging through a scaling-down mask as their names were revealed. The video initially intended to feature 6-8 athletes for maximum impact and interest, but ultimately included a slightly larger roster.
Contrary to common belief, Mauro's clientele predominantly consists of individuals with regular lifestyles rather than just athletes. To emphasize this reality, we've created straightforward static stories that showcase non-athelete clients and their impressive results.
