Micah Fischer's profile
U Rock Girl Logo & Branding
U Rock Girl has developed a community through an all-in-one platform to strengthen and empower women over 40 to embrace lifestyle changes that will positively improve their physical and emotional health by nourishing the mind, body and soul.

Building on the established brand equity of the U Rock Girl name, the goal of the project was to refresh the brand through logo and color palette development to better reflect U Rock Girl’s whole health approach: fitness, nutrition, sleep/stress, balance and overall wellness to their core demographic.

The target audience for this project women 40+ who may be experiencing life changes associated with being in the perimenopausal, menopausal or postmenopausal stages of life.
U Rock Girl provides a community experience with a unique, holistic approach – unlike their competitors whose main focus is primarily women in their 20-30s dealing with hormonal health or post-pregnancy weight loss. 

Competing brands fall into a sea of sameness: they all feature pastel color schemes and light or script fonts. And they all fail to have impact or memorability.

I developed iconic brand mark that appealed the target audience and and encompassed the mission and values of U Rock Girl. The script "Girl" typeface is lighter and more feminine which helps the bolder sans serif "U Rock" type stand out. The large, vibrant U places the emphasis on the individual and works as a mark that can be carried into the sub brand logos. The painted circle encompasses the idea of a holistic health lifestyle without overcomplicating the design. From the vibrant colors to the bold type the design was purposefully crafted to empower women to have the confidence to pursue a happier and healthier lifestyle.
In addition to their primary brand mark I developed a number of secondary logo marks designed for their sub brands WholeU and FierceU. The sub brand logos encompass many of the elements of the primary mark in order to create a cohesively look and feel across U Rock Girl's holistic health platform.
The client's original goal when they approached us was to develop a sub brand. In the end the client's were convinced to rebrand entirely. However with their original goal in mind I wanted to ensure their new logo mark was versatile enough to be developed into sub brands in the future. 
Above is the old brand mark (left) next to the new brand mark (right). The client wanted to lose the collegiate look of their old logo and replace it with something that was more mature yet still approachable and fun. The new mark achieves a vibrant and inviting feel all maintaining the integrity of the brand.
Above are a variety of other logo concepts that I explored during the development process. I elected to remove the figure of the woman in order to insure that the logo wasn't solely focused on physical health. Some of other brand marks didn't read correctly. In the end we chose to place the greatest amount of focus on "U Rock" in order to detract from any negative connotations that may be associated with the term "girl" since the target audience is adult women.
U Rock Girl Logo & Branding
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U Rock Girl Logo & Branding

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