Specs / Primary vertical logo and secondary horizontal logo
Turner Broadcasting came to Eleven, Inc. wanting us to create the logo for their health and wellness programming brand, Upwave.
The brand was unique in the way it juxtaposed wellness entertainment with technology by emphasizing a modern holistic approach to fitness, nutrition, and mental health through personalized web/application content. And, we wanted to develop an identity that echoed this fresh, upbeat approach to entertainment and lifestyle.
The identity underwent many months of strategic and creative development, but hit a major speed bump when the team discovered that the forerunner in the group of logo concepts was too similar to an existing logo. I was one of a small team that came in and worked to re-examine and develop the final Upwave logo that you see pictured.