Transamerica’s Active Lifestyle division asked us to develop a brand identity and logo for a new product/program that integrated a health-monitoring app with their current life insurance products. Fit4Life was targeted towards the active segment and we conducted research to understand the current landscape of fitness-tracking apps and sports brands. With my design team we explored, developed, and evolved these 3 distinct logos. I was in charge of guiding the strategic direction of each design and understanding how our business objectives were fulfilled. I led the discourse with the client from inception to presentation to consumer testing to final reveal.