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Doc Jen Fitness
Founded by Dr. Jennifer Buono
OVERVIEW
We collaborated with Doc Jen Fitness to redefine their brand strategy, messaging, and identity. The goal was to clearly communicate the brand’s expertise in pelvic floor health–empowering women during their pregnancy and postpartum journeys through personalized care and strength training.
Services:
Brand Strategy, Brand Messaging, Brand Identity Design
Industry:
Pelvic Health + Fitness
Project Link:
docjenfitness.com
THE CHALLENGE
Doc Jen Fitness was at a critical point of growth, needing to refine its brand identity to better resonate with its target audience—women seeking specialized pelvic health support during pregnancy and postpartum. Dr. Jennifer Buono needed a clear and cohesive brand message that would differentiate Doc Jen Fitness from other fitness brands that focus primarily on aesthetics rather than long-term wellness and strength.
The Goals
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Establish a brand that merges clinical expertise with a warm, approachable feel.
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Create messaging that reflects Doc Jen Fitness’s unique focus on pelvic floor health and women’s strength and well-being during and after pregnancy.
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Develop a visual identity that aligns with the brand’s core values of strength, integrity, and empathy.
THE SOLUTION
1. Brand Strategy
The strategy for Doc Jen Fitness focused on bridging the gap between clinical expertise and accessible fitness for women. We aimed to create a brand that not only appealed to active women but also felt supportive, compassionate, and rooted in evidence-based care. Our strategy outlined how the brand could speak directly to pregnant and postpartum women looking for more than just generic fitness programs—highlighting their need for pelvic floor care and personalized guidance.
2. Brand Messaging
We developed key messaging that positioned Doc Jen Fitness as the expert in empowering women through every phase of motherhood, from pregnancy to postpartum recovery. The messaging focused on confidence, strength, and quality care, ensuring the brand felt approachable while maintaining a professional tone.
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Tagline Options
We created custom taglines, "Nurturing Strength, Building Confidence" and "Embrace Your Strength," emphasizing strength, empowerment, and personalized care.
We created custom taglines, "Nurturing Strength, Building Confidence" and "Embrace Your Strength," emphasizing strength, empowerment, and personalized care.
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Tone
We worked with Dr. Buono to define and craft a brand tone that was empathetic yet authoritative—balancing her expertise with a warm, approachable delivery.
We worked with Dr. Buono to define and craft a brand tone that was empathetic yet authoritative—balancing her expertise with a warm, approachable delivery.
3. Brand Identity Design
The visual identity for Doc Jen Fitness was designed to reflect both strength and warmth. We chose a calming yet vibrant color palette of eggshell, lilac, and peach, which differentiated Doc Jen Fitness from more traditional clinical brands. These colors convey a sense of calm and care, while abstract shapes inspired by the pelvic floor were used in various brand elements to subtly reinforce the brand's unique niche.
The logo features integrated arrow shapes, symbolizing integrity and knowledge, which represent the guidance the brand provides its clients. We chose timeless and approachable typography that feels both professional and welcoming.
THE PROCESS
1. Research + User Insights
We conducted thorough competitive research and market analysis to identify what differentiated Doc Jen Fitness. Key findings showed that while many competitors focused on general fitness, Doc Jen’s emphasis on pelvic health and strength training during pregnancy set it apart. We also analyzed the user journey to better understand how potential clients interacted with the brand across social media and digital platforms.
2. Collaboration
Our team worked closely with Dr. Buono throughout the brand strategy process to ensure her expertise and passion for women’s health were fully integrated into the messaging and design. This collaboration allowed us to refine the visuals and tone to perfectly align with the brand’s core mission.
3. Design Execution
The final identity design included logo variations, a versatile color palette, and organic shapes inspired by both nature and the pelvic floor, which could be adapted for use across social media, the website, and printed materials.
The Outcome
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Cohesive Brand Identity
The refreshed brand identity has elevated Doc Jen Fitness’s presence in the pelvic health and fitness space. The new visual and messaging elements have helped the brand connect with its target audience of pregnant and postpartum women.
The refreshed brand identity has elevated Doc Jen Fitness’s presence in the pelvic health and fitness space. The new visual and messaging elements have helped the brand connect with its target audience of pregnant and postpartum women.
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Clear and Impactful Messaging
The newly crafted messaging framework allowed Doc Jen Fitness to confidently communicate its value proposition—offering personalized pelvic health support during a woman’s most transformative life phases.
The newly crafted messaging framework allowed Doc Jen Fitness to confidently communicate its value proposition—offering personalized pelvic health support during a woman’s most transformative life phases.
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Increased Engagement
The updated branding and messaging led to more engagement across social platforms, particularly as the new visual identity resonated deeply with Doc Jen Fitness’s growing community of women seeking support and strength during their pregnancy and postpartum journeys.
The updated branding and messaging led to more engagement across social platforms, particularly as the new visual identity resonated deeply with Doc Jen Fitness’s growing community of women seeking support and strength during their pregnancy and postpartum journeys.
Brandt Creative Co. helped Doc Jen Fitness redefine its brand to better serve and connect with its core audience. The result is a cohesive brand identity and messaging framework that not only highlights the expertise of Dr. Jennifer Buono but also empowers women to embrace their strength throughout pregnancy and beyond.
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