OJ —
Befit24 Rebranding

In early April Dmitry and Catherine — the creators of BeFit24 brand — announced on their Facebook page that they were looking for an agency for rebranding. I got there quite by accident — thanks to the recommendation of our mutual friend from Skolkovo. And I immediately fell in love with the amazing task and the customers — Dima and Katya — who are deeply into what they do. Sounds like a perfect start.

Technologies: dynamic identity, motion design, video and author's music
Tasks: brand naming, creating a logo
Timeframe: 3 weeks

The result was a new brand OJ and fifty dynamic logos, but let me start from the beginning.

Required set of bright images that reflect the essence"

Several options for each direction
48 logos in total
In addition to the directions of «Territory of OJ», images were created for marathons, courses and sprints
I also created several universal logos for T-shirts, stickers and other merchandise
And a couple more
I made an animation and wrote a small piece of music For the Youtube channel


But it all started with a presentation, the title and the first rough logos
Of course, OJ means ‘образ жизни’ or ‘lifestyle’ in Russian. But why not make some bright slogans and interpretations?
«25 for 7», «Stimulus», «Alymph» and other variants of naming with visualization from the first presentation
And some more
Ekaterina Inozemtseva
Co-Founder @ OJ (BeFit24)

What does a client want a designer to do? Ask as few questions as possible, understand the slightest hint, surprise and overdeliver. We are all grown-up people and we understand that this is close to impossible. However, life makes space for miracles and wonderful people. Sasha definitely knows how to work miracles.

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To sum up, I’m happy with our creative collaboration and mutual understanding. With all my heart I wish that every customer meets their Pygmalion one day!

A detailed story about working together is in the client's blog.