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A young woman looking up to a morning sky

Lori Morgan Coaching

Project Duration: September 2019 – December 2019
Studio Services: Branding // Print Design //  Website Design
Photography by Rebecca Corke Photography

Lori Morgan is many things: an athlete, a personal trainer, a therapist, and an otherwise stunning human being. In an industry that can sometimes be mired in adrenaline and testosterone, Lori Morgan works to help her clients reach their fitness and running goals in a way that employs empathy and encouragement.

Santoro Design first worked with Lori Morgan back in 2018, in which we created her first brand in her maiden name, Lori Ashworth, while also creating her website. Upon her contacting us in late September 2019 for a brand refresh, we felt that the opportunity was there for a full rebranding under “Lori Morgan, “ her then soon-to-be married name.

A stack of business cards for Lori Ashworth floating in the air

BRAND IDENTITY

The first brand we created for her was more of a personal branding. We wanted to have that reflect her character and her approach to fitness. However, after two full years of being in business, it was clear we needed to step it up for her new brand as Lori Morgan. The new brand mark is a rebirth in every way; from the sleek curves of the “LM” letterforms, to the bolder, sharper pink. Everything about the brand identity system needed to reflect the same great energy and enthusiasm, but with an athletic maturity that would help cement her place in the fitness trainer market.

In our conversations, she mentioned that her client base had not only increased, but the ratio of male to female clients had become a bit closer. With that in mind, we explored a newly expanded color palette based off of the new primary pink, but with use cases that would ensure flexibility and appeal across male & female audiences.

The logo for Lori Ashworth Running & Life Coaching with the mark at the bottom
The new logo for Lori Morgan Endurance & Life Coaching with the mark at the bottom
The logo for Lori Morgan Endurance & Life Coaching on a pink background
The logo for Lori Morgan Endurance & Life Coaching on a green background
The logo for Lori Morgan Endurance & Life Coaching on a dark grey background
The logo for Lori Morgan Endurance & Life Coaching on a purple background
A t-shirt, water bottle, and business cards for Lori Morgan Endurance & Life Coaching
Business cards for Lori Morgan Endurance & Life Coaching on a pink background
T-shirts for Lori Morgan Endurance & Life Coaching in various colors
Water bottles for Lori Morgan Endurance & Life Coaching in various colors on a white background
A close shot of a woman's running shoes on pavement with bright sunlight

Website Design

Every website discussion starts with assessing the goals and objectives. For Lori, the primary goal was for people to learn about her coaching abilities and programs, and sign up for a consultation. The secondary goals? Make it beautiful, easy to update, and able to convert. With that, we built a dynamic but simple website using the Squarespace platform for its easy-to-use back-end and streamlined responsive design. Once the structure and design was completed, we worked with local photographer Rebecca Corke on art directing and creating a starter library of promotional photography.

A laptop showing the Lori Morgan Endurance & Health Coaching website
A smartphone displaying the Lori Morgan Endurance & Health Coaching website
A smartphone displaying a page on the Lori Morgan Endurance & Health Coaching website
A young woman jogging by a sunlit pond
“When starting marketing for my business I was overwhelmed and had no idea where to start. Chris made the process simple, was EXTREMELY patient, and met me at MY level. What I was most impressed by though was his passion for his work and how invested he was in my business. Hearing his ideas and excitement was contagious and I couldn't have imagined a better person to work with throughout this process. I highly recommend Santoro Design for your branding needs". Lori Morgan, Founder & Coach

CONCLUSION

When you’re making the big decision to start a business, you want to start off on the strongest foot possible. We’re proud to say that since her start back in early 2018, Lori Morgan is welcoming the new decade with an overall increase in new clients and client retention. It couldn’t be more true that sometimes the best businesses aren’t always groundbreaking or disruptive to industries; rather, they can be found in people devoted to their crafts and services, and to those they serve. So if you’re ever in the market for personal training that will build you up from the inside-out, look no further than Lori Morgan Endurance & Health Coaching.

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