Endeavour, the 365 day roadmap to increased confidence and resilience.
Redefine modern masculinity? No problem. We created an accessible, confident and aspirational digital-first brand eager to prove that overwhelming success doesn’t just come from overwhelming action.
Brand Strategy
Copywriting
Identity
Brand Assets
Photography Sourcing
Website
Art Direction & Advertising
Social & Digital
Merchandise
A distinctive identity
The identity visualised how small daily habits accumulate to a much healthier and more sustainable lifestyle.
The box logo is used for print purposes and can be knocked through to sit on imagery. On the website, the logo is a single animated line that builds from symbols to create the full word marque.
The idea behind the brand
Based on the insight that people don’t try when a task feels insurmountable, we took inspiration from Sky & the British cycling team's successful strategy of marginal gains to help inform the brand. When it comes to losing weight or improving physical fitness, this approach is also a long standing belief of David and the Endeavour Team. They help clients make small incremental changes that translate into huge life changing results.
A digital first graphic language
As a primarily digital brand, fractional elements of the word mark establish a strong and distinctive graphic language. Coupled with a stand-out colour palette that makes the most of the digital only bold RGB colours, the brand cuts through in a saturated industry.
Test, learn & pivot
The original concept for the business was to bring food, movement and mindset coaching to men around the world. The business model was to deliver the coaching virtually via 365 daily videos, making it accessible to everyone, and the cost of entry low. But after a soft launch, we discovered that the proposition wasn’t landing, and the business needed to pivot.
With Cousin’s help, Endeavour team has since adopted a more personalised proposition and are now working with men and women. By lowering the barrier to entry and reducing the time commitment, the business is flying, even during a global pandemic.
Art Direction
With 365 pieces of individual content to deliver, it was hugely important the brand appear consistently across all media. We put together art direction briefs for the Endeavour team to follow so that the video category is immediately clear from colour and graphics, and the brand is always represented.
Measuring success
From concept to launch, we worked closely with the Founders of Endeavour to bring their vision to life. The goal was to create an ownable, digital-first brand, that would make self-development and tackling issues around male masculinity relatable for the modern man. When the business pivoted, we flexed the brand and tone of voice to appeal to women too. Business is thriving, but the real tangible proof will come as we see the membership grow in line with the increase in brand awareness. Watch this space. #fuelthechange
CREDITS
Strategy, Copy & Identity by Chrissy, Gill & Lynsay
Web Development by Lenus & Tom Alexander
Art Direction by Laura Williamson
Online Advertising Strategy by Sam Harney