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Creative Brief

Who are you?

I am launching web site for women who are into sports and fitness that has a social networking and shopping component. Women will be able to converse, share advice, and find motivation from others who share their fitness interest or goal.

What do you need?

I need a collection of 12 similar images that will be used as a badge/thumbnail (displayed on the site as 60x60) as part of a member's profile. The member's profile allows her to share information about herself with the goal of connecting to similar people. We also help people shop -- allowing women to specify what their product fit challenges are, e.g. wide feet, or plus-sized. These attributes are associated with the woman's profile. There is a more detailed creative brief attached, including a sample of where these would appear on the site.

Who Is Your Audience?

Women aged 25-55 who make fitness a part of their lives. They are educated, and have discretionary income. They work out a few times a week. Typical activities are gym, cardio, running, cycling, walking, etc. They participate in sports because it helps them to look good but also feel good. They like to think of themselves as youthful, energetic, and strong.

Requirements

We Like These Examples

I have attached examples in the creative brief and in the shared files. What I like about the one I've listed as my favorite:
It captures femininity and energy
Its bold style
Its stripey background
Its clear showing of a female body but in a very artful, non-offensive way.
Each badge coordinates well in the collection, but is not exactly the same (stripes go in different directions, different zoom levels, e.g. just hips in one, whole body in another)

We Absolutely Must Have

color palette that matches site (document attached with colors) Note that pdf shows only the "pop" colors. Site has heavy use of shades of gray. The teal and aqua colors are the ones that appear most heavily on site, but I am open so long as overall palette matches. Links to mock-ups in creative brief.
badges should all be similar in style but each should be unique
no text is required on the badge, since a line of text will appear next to it.
See detailed requirements in creative brief attached.

Materials

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