The Elevated Brands is the holding company established by the principals of Massage Heights, their membership-based, therapeutic massage and facial services franchise company.
This parent company provides emerging lifestyle concepts with the tools and strategic planning needed to grow its brands through the franchising model. With its franchise experience in health and wellness, The Elevated Brands is on track to build a family of lifestyle brands dedicated to the well-being of those they serve. Its portfolio includes Massage Heights Franchising, Summit Franchise Supply, and The Gents Place. After a few years of not having an established visual brand identity, I was asked to create a fresh logo and identity to represent the company.
The Challenge
As a holding company, its visual identity will not be often seen. Many well-known brands have holding companies that few know about. But there are still areas where a professional appearance is needed. With three principles in the proverbial kitchen looking for a brand identity, they each wanted very different looks for the company. The key phrases I had to work with were Modern, Clean, Elevated, Elegant, Upscale, and Regal. It needed to reflect the companies it holds and its other project entities such as its product lines of Heights at Home, and the Heights Family Fund. The identity also needed to reflect its purpose of elevating the everyday™ and its goal of building a family of health and wellness brands.
Using these as my guide (and many rounds of logo sketches discussed with the principles) I designed a minimal, clean, timeless, and elegant brand to reflect their story.
The Execution
After building a moodboard bringing in the style elements requested I developed a cohesive style guide featuring fonts, texture elements, and colors that gave a nod to the brands they hold. The goal of this style guide was to create a system of design that will extend well across the mediums it may be needed in the future as the holding company grows.
Using the style guide, I created business cards and letterhead for the principles to utilize as needed.
