Brains First, Then Brawn
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Trust The System. Trust The Science.
Avatar Nutrition is a personalized nutrition planning and macro tracking organization. In 2017, as its reverse dieting program was growing beyond expectations, Avatar turned to Magnetic to solidify a brand it could own for the long run. We worked together to establish a powerful foundation for the brand that could go the distance.
The current perception was Avatar was only for bodybuilders or those obsessed with fitness and nutrition. Avatar had proven success with people from all walks of life. With hundreds of fitness apps available on the market to help with fitness and nutrition, Avatar felt the pressure to differentiate and promote something bigger than tracking macros.
One key takeaway from our research was almost all of the claims most fitness apps were calling out were outright lies. And it was clear that people turning to these apps were fed up with their over the top nutrition and weight-loss claims. People demanded a revolution.
We positioned Avatar to be the brand that thought and acted differently. To truly empower individuals looking for a change in their eating and fitness habits. With an intuitive algorithm that adapted to individual needs and a belief that we must “repair our bodies by advancing our minds” Avatar’s strategy was now in place to take on the market.
Forget Everything You Know About Dieting And Weight Loss. With Science On Our Side, It’s Time to Fight Back.
We held a one day brand workshop with Avatar and it was inspiring for everyone. As we waded through a series of exercises to uncover their identity, their leaders’ enthusiasm came pouring out. These were nutritionists, bodybuilders, fitness experts, doctorates, and coaches, intensely passionate about counteracting the weight of body shaming, obesity, and nutritional misinformation.
When the topic turned to values, the conversation became all the more animated. We heard quotes by Marianne Williamson, Stephen Jay Gould, and Captain America. We discussed the Dunning Kruger Effect. We nerded out over Carl Sagan for a period. And as the day unfolded, it became abundantly clear that a set of single-word values wouldn’t do their culture justice.
The Difference Between Values & Rules
Brand values are different than company rules. Rules tell us what we can and can’t do, whereas values tell us what we should and shouldn’t do, and there’s an important distinction there… When a company’s culture is defined only by rules, it creates a rigid structure where autonomy is placed in a chokehold. However, when company culture is guided by values, there’s room for interpretation, autonomy, personal ownership, and genuine connections to form.
Used correctly, brand values are a guiding post for behavior across the organization. They’re critical to how a brand projects itself to employees and the broader world, but more often than not, we encounter organizations whose values do little more than collect dust in an employee handbook.
Translating Avatar’s Values into A Visual Identity
Emboldened by our Brand DNA, the Magnetic creative team set out to develop a new logo and visual identity for Avatar. The logo, with its overlapping bars and gradients, signals interdependence and community, while the continuous shape represents hope against the ongoing struggle for nutritional balance and tracking daily goals. We chose a bold color palette that was empowering and bold to give their audience a sense of stregth.
Time To Revolt From the Status Quo With A Bold Digital Experience
The "True North" we established for Avatar is... "To restore and revolutionize world health by advancing our minds" And how we achieve that is by liberating people from disinformation weighing down their lives and empower them to realize their full potential. The website experience needed to do just that - help our audience believe in themselves and help them realize their full potential.
We focused on the bold visual design to simply the story and clearly communicate the Avatar offering. Strong calls to action reflected our new brand persona of "The Revolutionary" and challenged the audience to take action. All the data and information in the design was dynamically generated so as the mimic all of a person's daily nutrition and activity.
The entire website, from design to messaging, was an homage to Avatar’s value of fighting against fad diets and rampant nutritional deception. A straight forward, no bullshit approach that was meant to attract the audience that related into the tribe.
“ We are all great. No matter if you think you’re dumb, fat, been bullied, we all have greatness. You gotta find the courage. It’s going to be alot of hard work, discipline, and the non-cognitive skills – but it's the hard work, dedication, sacrifice that will set you apart. ”
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