Branding Case Study:
Brain Power Over Impulse

The 

CogniDiet

CogniDietLogos.jpg

Poetic Discipline

Investment:

  1. Branding Strategy

  2. Logo Design

  3. Creative Directive

  4. Art Direction

  5. Communications Design

Poetic Discipline (PD) is a movement gem. What is a movement gem? Good question.

Movement is a generalist approach to learning different "types of movement." Think gymnastics, acrobatics, Brazilian jiu jitsu, dance, coordination—imagine isolating parts of gymnastics. our body begins to develop a new vocabulary expressing new movements and stresses. Our bodies do what they do best, adapt to consistent stresses. 

 

PD is a collective born in Manhattan and now in Peekskill, NY. They provide individual sessions and group classes expressing novice, intermediate and advanced levels of movement. 

As you noticed, movement is nuanced. When you see it for your own eyes, you might think it's a little weird. Definitely not part of 'fitness' culture. 

Which brings us to crafting a visual identity for PD, and the element of movement has to be present in a way that expresses sophistication and inspiration. Not everyone thinks they can do a handstand, and we are all (if not most) are designed to be handstand-ing humans. Like anything it takes immersion to see real change in our bodies.

An ambigram speaks so much. Symmetry is equal to beauty. Some of the most beautiful people have near symmetrical facial features. It's like they're aliens or somethin'. Think the Ying Yang, the cross, the target logo, NBC's Peacock—a beautiful reminder of experiences with these entities. 

 

Partner Relationship

Chris, Movement Practitioner

& Acupuncturist, Founder of Poetic Discipline

"Matt King is the Michael Pollan of the design space. He boldly immerses himself in the project, in my case this meant diving into the rabbit hole of a movement practice.

Realizing the container doesn't really exist allowed his creativity to explode inward and outward, and the final design unfolded with grace and ease.

 

Matt will help you think, rethink your thinking, and then transcend your thinking. Matt is part artist philosopher, teacher and keen listener, a man of wise opinions, but never attached to any outcome. His design practice is a movement practice in and of itself."

The CogniDiet

Investment:

  1. Branding Strategy

  2. Logo Design

  3. Creative Directive

  4. Art Direction

  5. 2D Illustration

Poetic Discipline (PD) is a movement gem. What is movement?

Movement is a generalist approach to learning different "types of movement." Think gymnastics, acrobatics, Brazilian jiu jitsu, dance, coordination—now imagine training to do those things at once, our body begins to develop a new vocabulary expressing new movements and stresses. Our bodies do what they do best, adapt to consistent stresses. 

 

PD is a collective born in Manhattan and now in Peekskill, NY. They provide individual sessions and group classes expressing novice, intermediate and advanced levels of movement. 

As you noticed, movement is nuanced. When you see it for your own eyes, you might think it's a little weird. Definitely not part of 'fitness' culture. 

Which brings us to crafting a visual identity for PD, and the element of movement has to be present in a way that expresses sophistication and inspiration. Not everyone thinks they can do a handstand, and we are all (if not most) are designed to be handstand-ing humans. Like anything it takes immersion to see real change in our bodies.

 

Partner Relationship

Veronique, Healthy Lifestyle Expert, and CEO of The CogniDiet

"Matthew developed the @cognidiet “happy brain” logo and its very different personalities.

I am very pleased with the results. I wish I could add the logo on this review.

I really recommend his creative services."

Shifting NYC

Investment:

  1. Branding Strategy

  2. Logo Design

  3. Creative Directive

  4. Art Direction

  5. Communications Design

Shifting NYC is a boutique movement studio in Manhattan which called us to enhance an already creative environment.

Movement is a generalist approach to learning different "types of movement." Think gymnastics, acrobatics, Brazilian jiu jitsu, dance, coordination—now imagine training to do those things at once, our body begins to develop a new vocabulary expressing new movements and stresses. Our bodies do what they do best, adapt to consistent stresses. 

The founder and practitioner is from Brazil and has years leading climbs as a professional climber, lifer-skateboarder, and BJJ & capoeira.

His business model is based on leverage of his knowledge, his connections, and his movement sessions are heavy on grounding—leverage all for everyone!

Shifting NYC's identity is based on the tensegrity model. Our bodies are more than bone and muscle, and training our fascial trains facilitates correct posture and reduces pain.